&gt; <i>Any day now, Google will knock on my door</i><p>Yeah, <i>Google</i>.  Not a smaller, local company.<p>Sure, it&#x27;s not a monopoly. But when only big players (like Google) end up servicing you, that&#x27;s effectively an oligopoly, which is far from ideal.<p>Maybe there is no natural monopoly here.  But there <i>is</i> a natural &quot;only huge corporations may ever enter here&quot;.  That&#x27;s nearly as bad.