You wouldn't expect a map created by a company to hide streets where rival businesses are located for example, or your doctor to avoid disclosing a potential treatment because it's done by a rival health provider.
Funnily enough, I remember this being one of the differentiating factors that made people love google when they were starting to become popular - "our ads are unintrusive and clearly separated from actual content".
Google and Microsoft use their successful products to promote and keep competition out for other products.
Microsoft got slapped for Internet Explorer, but somehow Google gets away with shoving Chrome and the Android certification program which is basically "you either bundle all our other products, or we'll make you incompatible with Play Services".
You align the incentives by breaking up Google. They have no business promoting their other revenue streams in their own search results.