Who is going to stop them and why?
The government forced ATT to split up into mini Ma bells (of course now one of the minis took on the name again so there is still an att). But there is no one in gov. that can ‘take them on’ even if they wanted to. There is nothing for that person to gain – except notoriety and a lifetime of grief.
The only way to beat google is to do better than them. But no one except a government (USA China) has enough money to build the infrastructure and invest in the talent.