This is exploitation. The owning class for the owning class. The rich benefit and the workers are left exploited. Larry, Sergey, Pichai, they are all participating and benefiting at the cost of the workers. Any in-fighting and rivalry is at best a spectacle. At the end of the day, they all go home to the wealth, earned by their workers but enjoyed by the owners, and the owners alone, whether you call them bosses or shareholders, they are all simply exploiters.