I think this gets at the crux of it. If consumers aren't harmed directly, how do you quantify the impact of anti-competitive behavior and argue that it's "bad" and not "just business"?

I don't have an answer. I don't like Google's behavior here, and I don't like seeing vertical integration that cuts out potential disrupters since it stagnates innovation. But like has been seen for decades, vertical integration like this can often lower prices for consumers, and regulators have a tough time squaring that circle with what they can call tort.