On operating systems you set preferences for which service/program to open when a certain extension is clicked. Similarly Google should be forced to allow you to set your preferences through your browser, i.e. not forcing you to login, on where you want to go when you type certain types of queries, like for instance directions or products. That would improve competition and give other service providers at least a good chance of their services being used instead of Google. And keep the system more competitive. Then Google can go and claim that this is what their users actually prefer.

This could work through cookies that the browser always makes available to certain or all sites that indicate preferences of the user.