The point is neither drilling a well or building your own power plant are realistic alternatives for 99% of the people. Whereas switching to ddg is a realistic alternative for 99% of the people.
To just place their ads on DDG? Where only about 2% of consumers are? And a huge part of DDG's users have ad block?
That would be a death sentence for a business, when the competitors have access to >80% of consumers on Google.
The lawsuit is about Google and their customers (the advertisers), NOT their users (who are actually part of the product Google sells).