People need to think very seriously about the market structure of the digital world and creating genuine alternatives in the interest of a healthy, innovative and less risky society.

This is not a niche market and a cute little oligopoly. Tech touches, controls and even disrupts major parts of economy and social life and there is no visible counterbalance. E.g., in other recent news Apple was getting deeper into finance and banking.

Where exactly does the conglomeration stop?

Having let things reach such an advanced metastasized stage its not clear if there is a gentle way to turn things around. Which commercial entity would dare go against such a entrenched and systemically supported duopoly?

Taking the axe and creating by brute force less dominant pieces is the approach that was used in the past.

Another, maybe fanciful, idea is for governments to fund public goods that will undermine the commercial viability of certain business lines currently under the stranglehold of tech oligopolies.

As it stands, reinforcing the concept of TINA, there is no alternative, acts as a millstone around society and effectively robs us from the potential of technology.