Google has already been proven to be an illegal monopoly. It’s not illegal to be a monopoly, it is illegal to abuse your position as a monopoly. But you are correct, controlling the search engine and the browser and the ad network put them in a precarious position from the start.

Given that they were not likely to split up their companies, they still could have avoided this lawsuit by using technical means to avoid grouping the regular profile with the incognito one. Mozilla and Apple also make browsers with incognito-like capabilities and they’re not being sued.

> The suit revealed that Google saved the standard and incognito browsing history of users in the same profile. That data was then used to inform personalized ads that the company served up.

https://www.npr.org/2024/04/01/1242019127/google-incognito-m...