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.