Hard to say for definite. The problem as I see it, is that if I have to pay for ads I have no alternatives : either Google for SEO or Facebook for Social, although one could argue Twitter, Reddit, or somesuch might be a bit more competitive.

With Google there is no option. They set the rules, they own the game and I can’t spend these dollars anywhere else if wanted to. This creates an imbalance, both for Google itself and for customers (ad payers)