The crazy thing to me is this has already been examined through many of their obviously anti-competitive acquisitions, and yet they always win. Namely, they use their position as the search engine leader to determine trends in search, purchases and advertising to buy companies in industries that will ultimately help the bottom line of their advertising revenue driven search engine to the detriment of alternative products.
In other words the very people/companies who already buy Google ads now must pay more for Google ads because Google entered the market and is competing for the same ads jacking up prices. Because of Google's search engine they know exactly where they can get away with this, they know the maximum ad cost bearable by their competitors and can/will squeeze it at best or they can effectively drive you out of business leaving themselves as the sole operator in the space at worst.
I mentioned it the other day, the one thing people could do is boycott google search, which I know sounds ridiculous, but how hard would it really be to organize a single day google search boycott across the web where people agreed to use bing or DuckDuckGo for a single day? google shareholders would throw a fit and change would be made internally in an instant, and I'd go so far as to say political pressure would come down to seriously look into the business practices. Most importantly people would wake up, understand their power and realize they own the web not these dominant corporate entities.