Where do normal people go from Google? I've seen plenty of billboards for DDG, and even radio ads, but how likely is it that a user will switch (& persist) when their browser is controlled by the offending company that isn't afraid of implementing dark patterns to get the users back? Anecdotally, I have a senior citizen neighbor who asked me to look at her computer because of ads (I figured malware/adware) and she was somehow already using Firefox as her browser, so her problem was just resolved by installing uBlock Origin.

Users defecting from FB have a number of options, driven by their in person network, search doesn't. How do new search engines communicate that Google is turning up the (ad/spam) heat and they need to escape the pot? Search results are subjective (that's why Google uses human raters), so what does it take for users, en masse, to start questioning their search results quality and/or excessive number of ads?