A lot of those are still too big - Google ads basically just compete with facebooks. The two control the marketplace between ad buyers and sellers - too much power

YouTube itself is far too powerful too - it's one of the biggest platforms on top of the default video hosting service, giving them far too much control via the algorithm

Microsoft's Xbox isn't a big deal, but the sheer number of publishers again gives them control over a marketplace

What we need is to force them to rent out the network at cost, the way we do with cell phone providers. Force them to host buy/sell offers at cost, and serve ads with a limited amount of profit

Plus, they're too big even then - companies with that much money or control over discourse are a threat to democracy, full stop

It's a very messy situation we find ourselves in, but it's only going to get worse the longer we let it fester