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The key word there is "IMHO"

Judging from the various anti-trust cases that have been brought on against Google around the world it's clear that proving that is nearly impossible too. More so because Google operates in a sector (Internet software) that is theoretically open to infinite competition and zero switching costs.

That theory - infinite competition and zero switching costs - seems to be completely ungrounded in any kind of reality.

There's a whole issue of what the definition of 'using google' is to people. Even if I never search with Google, I'm still often using google stuff - or, more precisely, Google services are using/tracking me. And there's no obvious way to turn it off or opt out of it.

incognito mode.

Depends on one's definition of "cost".

Given the current western governments' stance on privacy and freedom of speech / access to information, this sounds like dystopian proposition.

Sure, but what are you saying the implications of this be? Is handicapping the best options for search really whats best for consumers?