Should Could Would.
Potato Potahto.
It’s their system.
Yahoo etc. can create their own system that people use because it is the best.
Neither the government nor anyone else gave google the inside track. They came to market leadership by having the best product.
As long as they break no laws there is nothing that anyone can do, except gang up on them with consumer groups, boycotts and industry alliances. The US government broke up the old AT&T by using monopoly laws. But the virtual online world is much different than the physical world.
If they decided to unfairly manipulate their non-sponsored search results then it would eventually become obvious to everyone they were doing it. They would lose effectiveness, credibility and thus usage.
I assume google updates secretly to keep marketers from using the information to skew the results in their own favor.
Also, it is a fact of life “if you’ve gold, you make the rules”.
And as my brother-in-law says “I don’t make the news, I just report it”.