When it comes to the European Union, the Google crew could be forgiven for getting that “Green Eggs and Ham” feeling. Not in a box not with a fox…there is simply no way that the regulators and gate keepers of traditional media in the EU can bear to put up with Google. Back in the day (the early 2000s to be exact) Google didn’t have the kind of strangle hold it currently enjoys. Nowadays over 90% of all search done in the EU is done on Google. There is a reason for this. The short answer is offering great search across the many languages represented in Europe is tough. Gathering and making sense of that data is hard and the linguistic complexity makes it harder. Pretty much alone in the world Google has the tech muscle needed to pull that off…so understandably people tend to use Google almost to the exclusion of all others. That in of itself generates a virtuous circle because the advertisers follow the traffic which in turn starves potential rivals of revenue.
The other factor is the kind of zealous nationalism which has been such a successful contributor to world peace in the last hundred or so years. Put succinctly many in the EU are getting pretty sick of what they perceive to be US bullies telling them what to do. Google is the posterchild and lightening rod for this kind of envy.
It manifests most obviously in the drum beat of calls for Google to undergo the kind of interrogation and perhaps disassembly as Standard Oil or AT&T went through. Regulators and rivals call foul and demand that Google level the playing field…or that governments do that for them. Google makes grudging concessions often linked to approaches which actually ultimately improves their position none of which endears them to the suspicious. You can see where the concerns come from, Google US revenue is greater than a good few members of the EU…like Belgium or Croatia. Google is also perceived as one of the gatekeepers of the new tech age, arrogant and un answerable to any higher authority. I have a strong suspicion that it’s that “you can’t touch me” or “you need us more than we need you” arrogance which all things US get tarred with on occasion which is driving this at the core.