Search is now a mature industry, it is always better to go for the new places where there are no dominant players. Google biggest competitor is not another search engine but Facebook. This is the ways it is supposed to work.
If someone offer you a product cheaper than you can make it yourself, take the offer and find something better to do. Everyone looses by protectionism.
I think everyone forgets the innovation in Ad Words which made it possible for small businesses to thrive. One can now get started with 100$ marketing budget while one before needed 10000$.