Google Search brought in lots of revenue (comparatively), but in return they became dependent on the whims of a crazy-large tech company that has turned the corner into a full-on IBM-style corporation. I’ve seen this kind of thing happen with people advertising local businesses on Facebook and then the algorithm killing their income overnight. You have to treat it as a large risk to your business and do everything you can think of to mitigate it. Which maybe they were, I don’t know, but I wouldn’t want my business to be reliant on the good nature of a huge tech company like Google.
Instead of thinking of it as competition, think of it as people simply reminding others that “all rape is bad” or “all hate crimes are bad”.