The hope though is that by splitting indexing that puts search providers on an equal footing in terms of results quality (at least initially). Advertisers go to Google because users go to Google. But users go to Google because despite recent quality regressions, Google still gives consistently better results.

If search providers could at least match Google quality 'by default' that might help break the stranglehold wherein people like the GP are at the mercy of the whims of a single org