• Home
  • Latest
  • Fortune 500
  • Finance
  • Tech
  • Leadership
  • Lifestyle
  • Rankings
  • Multimedia

Trendingnow

1

Jeff Bezos wants the bottom half of earners to pay zero income tax—he says nurses making just $75K should save $12K a year

2

Indeed chief economist says we’re entering an era of ‘great mismatch’ thanks to a generational imbalance of workers

3

Apple’s Steve Wozniak says he cofounded the tech giant after 5 rejections from HP—not to ‘make money.’ For years, his paycheck was just $50

1

Jeff Bezos wants the bottom half of earners to pay zero income tax—he says nurses making just $75K should save $12K a year

2

Indeed chief economist says we’re entering an era of ‘great mismatch’ thanks to a generational imbalance of workers

3

Apple’s Steve Wozniak says he cofounded the tech giant after 5 rejections from HP—not to ‘make money.’ For years, his paycheck was just $50
CommentaryTech

Consumers benefit from Google’s dominance in search, Google-backed trade group says

By
Barbara Comstock
Barbara Comstock
Down Arrow Button Icon
By
Barbara Comstock
Barbara Comstock
Down Arrow Button Icon
September 3, 2024, 6:58 AM ET
Barbara Comstock is a former U.S. Congresswoman from Virginia and senior advisor for Baker Donelson. She is a spokesperson for NetChoice, a trade group that represents tech companies, including Google.
Google and Alphabet CEO Sundar Pichai departs federal court on Oct. 30, 2023 after testifying in defense of the company in the largest antitrust case since the 1990s. (Photo by Drew
Google and Alphabet CEO Sundar Pichai departs federal court on Oct. 30, 2023 after testifying in defense of the company in the largest antitrust case since the 1990s. (Photo by Drew Drew Angerer - Getty Images

Antitrust cases do not often capture everyday Americans’ attention, but the recent case the government hatched against Google deserves more attention than it has received. The consequences of the ruling will have long-lasting effects, far beyond the realm of Big Tech, and American consumers will lose out. 

Google’s recent loss in the biggest antitrust legal battle in more than 20 years is a blow to Silicon Valley. Despite accusations of anticompetitive practices, Google really lost because it excels at what it does—being the global leader in online search. 

America’s 30th president Calvin Coolidge once remarked that the “chief business of the American people is business,” and Americans are “profoundly concerned with producing, buying, selling, investing and prospering the world.” We have built a culture that is committed to innovating. Our best inventions and companies are household names around the entire globe. Google is among those American products and companies that are known and used by people all around the world.

As is widely known, Google was started in a humble garage in California in 1998 by Stanford University Ph.D. candidates Larry Page and Sergey Brin. They had a vision then that has guided the company over the past 26 years—a passion “to organize the world’s information and make it universally accessible and useful.” 

In short? They set out to make the world’s greatest Internet search functionality. And, to a remarkable degree, that’s exactly what they accomplished.

In fact, Google’s dominance in the field was even recognized by the presiding judge during the trial. U.S. District Judge Amit Mehta commented that Google has built “the industry’s highest quality search engine.” That sounds like a ringing endorsement, not a reason to level antitrust charges against Google. Even Microsoft’s CEO Satya Nadella admitted in his testimony that Microsoft’s search engine, Bing, is inferior to Google.

The case, brought by the U.S. Department of Justice, rests on a novel antitrust theory. Rather than determining if consumers have been harmed by anticompetitive practices, the Justice Department is claiming that Google’s dominance in the market is proof of its anticompetitive practices. How else, the case argues, could a company hold 90% of the market?   

Judge Mehta sided with the government in ruling against Google and Apple. The two companies had a product placement deal to make Google the default search engine on the iPhone. Apple, it is worth noting, was paid $20 billion for this arrangement, but, as a company that is also determined to deliver the best value to its customers, this arrangement represented two companies putting the best product forward. Apple executives testified that “there’s no price that Microsoft could ever offer” to make Bing the default search engine on their devices. 

Customers who purchased iPhones were not prohibited or restricted in any way from downloading Bing or any other search product as their default. 

Google is sought out by consumers because it works reliably and quickly, and there is no other company that delivers a product anywhere close to Google’s search. In the European Union, when competitors complained about Google, regulators required that a “choice screen” be put onto all new phones. The result? Consumers had to take an extra step to make Google their choice. But Google remained the default on the vast majority of phones. 

Lost on the judge and on the Justice Department is this simple fact: Google dominates in this marketplace because the product dominates as consumers’ top choice. 

In business, and especially in the tech industry, unpredictability is the defining feature. The ever-changing landscape means companies thrive when they anticipate where the market is heading. 

Google’s founders set out to make the Internet more user-friendly because they knew that was where the market was heading. People would want faster, better, more efficient, and more customized search results. And the reason people continue to choose Google for their online searches is that the company today remains obsessive about delivering the best search results. 

The traditional consumer welfare standard in antitrust was jettisoned in this lawsuit against Google. Consumers, far from being hurt by Google’s practices, have benefited for two decades. 

As Judge Mehta noted during the trial, “The importance and significance of this case is not lost on me, not only for Google but for the public.” He was right. The importance of this ruling, if it is allowed to stand on appeal, will have a negative effect on future companies that innovate and dominate in the market because they deliver exactly what their customers want.

Google’s 90% share of the market is not the result of alleged anticompetitive behavior or efforts to block would-be competitors. Google reigns as the leader in search because the competition offers an inferior search experience.

There’s a reason why the top search query on Bing is “Google.”

More must-read commentary published by Fortune:

  • An economic catastrophe is lurking beneath Russia’s GDP growth as Putin ‘throws everything into the fireplace’
  • The ‘sustainability recession’ will end soon—and not by choice
  • ‘Godmother of AI’ says California’s well-intended AI bill will harm the U.S. ecosystem
  • Clichés, exaggerations, overstatements: Our analysis of 23,000 annual reviews shows top performers get the worst feedback

The opinions expressed in Fortune.com commentary pieces are solely the views of their authors and do not necessarily reflect the opinions and beliefs of Fortune.

About the Author
By Barbara Comstock
See full bioRight Arrow Button Icon

Latest in Commentary

Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025

Most Popular

Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Fortune Secondary Logo
Rankings
  • 100 Best Companies
  • Fortune 500
  • Global 500
  • Fortune 500 Europe
  • Most Powerful Women
  • World's Most Admired Companies
  • See All Rankings
  • Lists Calendar
Sections
  • Finance
  • Fortune Crypto
  • Features
  • Leadership
  • Health
  • Commentary
  • Success
  • Retail
  • Mpw
  • Tech
  • Lifestyle
  • CEO Initiative
  • Asia
  • Politics
  • Conferences
  • Europe
  • Newsletters
  • Personal Finance
  • Environment
  • Magazine
  • Education
Customer Support
  • Frequently Asked Questions
  • Customer Service Portal
  • Privacy Policy
  • Terms Of Use
  • Single Issues For Purchase
  • International Print
Commercial Services
  • Advertising
  • Fortune Brand Studio
  • Fortune Analytics
  • Fortune Conferences
  • Business Development
  • Group Subscriptions
About Us
  • About Us
  • Press Center
  • Work At Fortune
  • Terms And Conditions
  • Site Map
  • About Us
  • Press Center
  • Work At Fortune
  • Terms And Conditions
  • Site Map
  • Facebook icon
  • Twitter icon
  • LinkedIn icon
  • Instagram icon
  • Pinterest icon

Latest in Commentary

David Bennahum
CommentaryMedia
I was one of the internet’s first influencers. AI just killed the whole category — and created something better
By David S. BennahumMay 24, 2026
13 hours ago
employees
CommentarySuccession
Millions of business owners are about to retire. They should sell to their employees
By Matt Helmer and Maxwell JohnsonMay 23, 2026
1 day ago
Ashley Yetman
Commentarydisruption
Everyone is blaming AI for the death of ‘craft.’ Take a good look in the mirror
By Ashley YetmanMay 23, 2026
1 day ago
clay
CommentaryLoneliness
I’ve spent 25 years studying loneliness. AI is about to make it much worse
By Clay RoutledgeMay 23, 2026
2 days ago
ambrose
CommentaryRobotics
Former NASA Robotics Chief: America is building the wrong kind of robots — and China knows it
By Robert AmbroseMay 23, 2026
2 days ago
morris
CommentaryEntrepreneurship
My startup hit $200 million ARR. But first I walked away from 2.5 million YouTube subscribers and nearly went bankrupt
By Joel MorrisMay 23, 2026
2 days ago

Most Popular

Jeff Bezos wants the bottom half of earners to pay zero income tax—he says nurses making just $75K should save $12K a year
Success
Jeff Bezos wants the bottom half of earners to pay zero income tax—he says nurses making just $75K should save $12K a year
By Preston ForeMay 21, 2026
3 days ago
Indeed chief economist says we’re entering an era of ‘great mismatch’ thanks to a generational imbalance of workers
Success
Indeed chief economist says we’re entering an era of ‘great mismatch’ thanks to a generational imbalance of workers
By Emma BurleighMay 22, 2026
2 days ago
Apple’s Steve Wozniak says he cofounded the tech giant after 5 rejections from HP—not to ‘make money.’ For years, his paycheck was just $50
Success
Apple’s Steve Wozniak says he cofounded the tech giant after 5 rejections from HP—not to ‘make money.’ For years, his paycheck was just $50
By Preston ForeMay 22, 2026
2 days ago
Uber CEO says rideshare 'freed up' his son from having to get a driver’s license—and he's one of many Gen Zers who aren’t willing to drive
Lifestyle
Uber CEO says rideshare 'freed up' his son from having to get a driver’s license—and he's one of many Gen Zers who aren’t willing to drive
By Sasha RogelbergMay 24, 2026
11 hours ago
Inside the 'stealth wealth' playbook: How Silicon Valley's elite buy multimillion-dollar mansions without leaving a paper trail
Real Estate
Inside the 'stealth wealth' playbook: How Silicon Valley's elite buy multimillion-dollar mansions without leaving a paper trail
By Sydney LakeMay 24, 2026
12 hours ago
Bolt CEO says he let go of his entire HR team for creating problems that didn’t exist: ‘Those problems disappeared when I let them go’ 
Workplace Culture
Bolt CEO says he let go of his entire HR team for creating problems that didn’t exist: ‘Those problems disappeared when I let them go’ 
By Preston ForeMay 19, 2026
5 days ago

© 2026 Fortune Media IP Limited. All Rights Reserved. Use of this site constitutes acceptance of our Terms of Use and Privacy Policy | CA Notice at Collection and Privacy Notice | Do Not Sell/Share My Personal Information
FORTUNE is a trademark of Fortune Media IP Limited, registered in the U.S. and other countries. FORTUNE may receive compensation for some links to products and services on this website. Offers may be subject to change without notice.