Even if someone comes in and beats Google at some point, they will do it by hiring a massive number of talented people and buying large quantities of data centers and servers. Those things can only be paid for through advertising and tracking, as few people will directly pay for search services. I suppose a socialist/communist government somewhere in the world might have the resources to build a search engine of Google quality that doesn't rely on advertising, but they would have their own hostile agenda - that would be far worse than having to put up with Nike trying to sell you some shoes while you search.
I was just objecting to the sentiment that opening a Google account is a requirement for being productive on the internet.
If they grow too big Google will just switch them off..
[1] https://www.reddit.com/r/duckduckgo/comments/4lgda4/duckduck...
[2] https://www.ghacks.net/2016/07/01/duckduckgo-yahoo-partnersh...
This is just not true.
There are viable competitors in about every space that Google is in. Use local documents and sync via a different storage provider. Alternate email providers exist. The only place where they have a distinct advantage is search, and even then, DuckDuckGo is usually enough (and if it's not, just pass a !g flag).
YouTube is also a thing, but I've never felt that having an account really gave me anything over just bookmarking channels.