[pureliquidhw]

It matters in principle, but probably not in practice.

If it comes down to choosing who next to make rich off search, why reward those who've already benefited creating the modern status quo?

And if these people were passionate about end user privacy and rights, their positions within Alphabet we're much better poised to make a difference than spinning up a new search engine.

Maybe their experience makes them perfect to compete and their intentions are good. Search is too ripe with opportunity and too difficult to keep useful that a regression towards profit at all costs is mandatory.

If tracking and targeted ads are a given, just give me the ability to blacklist seo spam, unwanted ads, and other low quality content. That's the killer app. Track away, just give me some control.