The New York Times wrote an article "Everyone Loves Google, Until It’s Too Big" which discusses that Google has been so successful it could become a monopoly soon. The below quote was describes the situation.
“You almost feel sorry for Google,” said Danny Sullivan, editor in chief of Search Engine Land. “They’re doing a good job and people are turning to them. But when they pass 70 percent share, people are going to be uncomfortable about Google becoming a monopoly.”
Despite its dominance Google claims that search loyalty is up for grabs and anyone can switch at anytime. They mention a recent Forrester regarding users lack of loyalty. However, Danny Sullivan, editor in chief of Search Engine Land believes that the Forrester study discounts how used to using Google they are. He says “Google is a habit and habits are very hard to break.” Therefore, all people say they can quit Google anytime, they may not be able to...
http://www.nytimes.com/2009/02/22/business/22digi.html?_r=1&emc=eta1
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