The web is a free-for-all right now. I've been so proud and excited seeing all of the privacy improvements Apple has brought to Safari recently, but they should go thermonuclear with this. Unlike Mozilla/Firefox, Apple doesn't have to worry about Google's money at all (the vast majority of Mozilla's money depends on their search deal with Google, so Firefox can't take things as far as they want or Google won't sign another search deal with them, which would ruin Mozilla). Safari has huge usage share and they could change the web in a big way if they put their foot down. Also, apparently Google pays Apple to be the default search in Safari but it's nothing, Apple doesn't need that money, they make that much money in 1 week, they wouldn't even notice it's gone. These companies have been getting away with murder (not literally, of course haha) and Apple can do something about it, and they've really got nothing to lose.