A CBS News article by Steve Kroft in which Gary Reback, an anti-trust lawyer, is interviewed about Google’s search and search advertising monopoly.
The thing is, Google’s job is to become dominant and maximise it’s profits and shareholder value. That’s what businesses do. You can’t expect them to voluntarily do anything that might damage their own earnings.
Government regulation is the only way you’ll ever tackle this sort of thing. The EU seems fairly keen on this sort of regulation and has already hit big tech with a number of fines. The US, however, doesn’t seem to have the stomach to take on the big tech companies.