I think what google provide has become societal infrastructure, particularly wrt their monopoly position. That someone else would take their place (however badly executed) is evidence of that. We use it for studying, planning journeys, shopping, finding news, converting measures etc etc. In the process it's taken a position of political and economic importance. It makes a difference to us if google suppresses or boosts certain information and can influence our electorate during an election (e.g. many countries ban publication of exit polls); it affects the courts if certain information is made easily available (e.g. can prejudice trials); economic data and editorial affects the financial markets - and so on. If one player dominates this sphere, it is problematic - indeed it's why there are limits on media ownership. That's nothing to do with a demand for mediocrity but a demand for diversity, which is already well established. And yes companies very much need to conform to the countries they want to do business in - that's a good thing for the citizens of those countries.