The problem isn't google search as much as it is the fact that google search and their ad products allows them to promote their own products at a cost far less than their competitors.
Google advertises their products using their own ad network. And yes, they does cost them in opportunity cost because instead of making money selling that ad spot, they are claiming that space themselves depriving themselves of the revenue.
What you are saying isn't normally a problem, the problem is the fact that google is by far the largest digital advertiser, where their core product is information retrieval. If you are able to manipulate information retrieval in your favor that's an unfair advantage.
I agree, it’s like Domino’s advertising their cinnamon sticks (or whatever) on their pizza boxes. They don’t have to advertise Papa John’s cinnamon sticks. Why should they?
