I wouldn't be surprised if regulation against monopoly by default software inclusion levels the playing field given how blatant it is.
The regulations (if any should actually appear...not any time soon) are going to be government friendly wherein tax/fee is applied so the government can get a piece of the action. Google has grown up and become the railroad, airlines, AT&T (communications), TV, Radio, Film, etc... all industries heavily regulated with tax and fee and all this coming soon to a user like you (and me and all the rest). Just as soon as it can be codified to your USE of the internet, ie. your ISP/HOST/SERVER. (Hidden costs/taxes/fees) Mark my words.
The game plan Google played early (and was not sufficiently fought when it needed to be fought) was cache results of bot search and generally ruled by the courts as okay. That was not IMHO "fair use" as that cache is the complete work of the creator retained for indefinite time, displayed at the cache site's determination at will. We can thank the idiots who created the Internet for having no clue as regards copyrights and future problems while they got their geek on...
I will remember that ask did not quite go down that route!