So what's going to happen? Most users will probably still use Google, nobody is getting paid and Google is saving a bundle.
I get the thinking that you have to prevent lock-in (eg Ticketmaster and venues) but Google didn't buy its way into dominance annd maintain their dominance through exclusivity deals. They simply have a better product and I don't expect anyone to match them anytime soon (cue the DDG "I switched from Google to DDG 78 years ago" crowd).