Earlier quoted context omitted.
It's a different mechanism with the same outcome. If the scale of a solution is so immense that only one or two of the largest corporations in the world can realisitically implement it, then you've got a duopoly and all the bad power imbalances that come with it. Which is part of why I think freedom is the wrong goal. You're free to choose between Kodos and Kang, but the ability to choose conveys no power.
I think you're seriously overrating Google Search. Try DuckDuckGo or Startpage.com. They give you at least the exact same results as Google, and in many cases actually better, more up-to-date, or more fitting/filtered ones (except that Google image search seems consistently better, however). After all, these crawl the same web that Google is crawling, and there just isn't that much really new stuff out there these da…
But no, it's not the same. DDG uses Google on the backend, to populate their data. And that means there is a time delay between when Google gets the data and when DDG gets the data.
And sometimes you do want the personalization that Google brings to the table, to help you find the answers you're looking for faster. Precisely because DDG doesn't have much information about you, that means their search function won't be able to be as personalized.
DDG is fine as a primary default search engine, but as it stands, you still need to have Google around to provide the data and to provide a backup search engine in case DDG doesn't cut the mustard.