I was just listening to Scott Galloway's podcast where he suggests if you're a big enough percentage of any market you should be regulated as if you are a monopoly. My opinion is you should not be able to have both sides of the same business (search and ads in the case) in the same company and certainly bundling a flipping ad network/surveillance system in your "free" browser is an astonishing situation. The power Google exert over the Internet is enormous.

Policing words that imply criminality is not a way to not be guilty of abusing your market position.