The thing is - and Peter Thiel actually makes a good point about this in Zero To One, when it comes to monopoly's - a monopoly is healthy as long as it invests into technology development, because they have the financial muscle to do it.

This kind of development is a vertical leap? I don't see it like such... just like I don't see it when Amazon brings their branded products to category's that are doing well.

I don't say Google, Amazon, don't invest in proper tech development - but this kind of development is just to establish themselves deeply at the cost of their user base.

I feel split in this subject honestly - on one side, why can't they leverage something of their own? On the other hand, that's when things start to get shady.

Since you care about consumer welfare, do you support Google?