Google, Apple and Microsoft (GAM) have, between them, established a paradigm that users should only have one search choice for their operating systems

Breaking Free of the Gatekeepers of Western Search

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Style Pass
2022-05-12 08:30:03

Google, Apple and Microsoft (GAM) have, between them, established a paradigm that users should only have one search choice for their operating systems and browsers. We show how you can break free of their browser-search trap.

The process of embedding and imposing the one search choice paradigm on operating systems is still deepening. And it is becoming more restrictive than it is on browsers. For example, Windows 11 now ignores user choice for the Windows search box, using Bing even if another search choice has been made in Edge; some details here. Meanwhile Apple embeds Siri, Spotlight and Google on their devices. And Alphabet embeds Google search on Android.

Enough said about operating systems and related dark arts. Here we will focus on browsers and their interaction with search engines; what this means for users, and how users can escape the GAM browser-search trap.

We outline the market status, pointing out the important difference between independent search engines and dependent search services. This throws light on the real nature of the web search market, and how it is controlled by GAM.

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