It is not rigged. Google own the thing. It is not a public utility. If I put an ad, product, or something on my site do I need to care about you? nope. I only care about my own profit.

Same should be going with Google. However, people assume things should happen in a different way because Google has become very popular?

Many people scream "regulation" here. But look around: There is plenty of money in Tech and in funding, yet we have a single Google. I'm afraid regulation will kill and not innovate.