We have consolidation and the exclusion of bit players and new entrants in real life already, and I don't like it. Now we're talking about solving these problems on the internet in a way that seems like it will lead to the same place.
I definitely don't want Google to solve this problem for me. Then again, I don't use their search engine nor primarily their browser, so then we end up with "solutions" that are very unevenly distributed.
The root issue is that the internet is a very hostile environment, and trying to make it safe seems like a losing cause, a denial of reality.