That’s because Google has true potential to become an oppressive force. Its services are so interwoven into the contemporary digital lifestyle that it’d be hard to imagine not using them. Hard, that is, if not for Ballmer’s biggest business failure—the Microsoft online services division, which has lost $11 billion since 2005. That $11 billion has been an enormous boon to you and me and every other normal person who relies on Google rather than Bing and other Microsoft products for search and maps and webmail and calendars. As a business proposition, Bing is stuck in a weird place. It’s a solid set of services—you can get by with it fine if you have to—but there’s no actual good reason to put yourself in the situation of needing to rely on it. It’s a high-quality service, but it costs Microsoft money to maintain those high standards.
But those standards are also high enough to make Google worry. Unlike the Microsoft of 15 years ago, Google’s profits depend almost entirely on being markedly better than the alternatives. That drives them to constant improvement of their own quality. More importantly, it prevents them from deliberately reducing quality to make a quick buck. “Don’t be evil” is a nice slogan. “Don’t let techies start recommending that people switch to Bing” is a business principle for the real world.