Earlier these were only the big companies Google was going head to head with, such as Microsoft, Mozilla, Yahoo, Facebook etc etc, but now they are continuously spreading their wings in all possible verticals and making it tough for "local retailer" or smaller webmaster to survive. I believe a lot of their recent Algo updates also reflect their own interests to make more money and often not to implement the best practices, since they have too much control over users, they can directly impact on surfer's browsing habits or psychology and force them into thinking and behaving in certain way on internet, which they believe is right or more profitable for them.
Even though i love Google products, but i believe it has started to look ridiculous now. The way Google is expanding and making it difficult for webmasters to survive, shows Google wants it all! the cute white puppy is now turning into a monster.
There are several instances where i have to go head to head with Google in my area and i have no chance to beat them in their own search results, they shove their own results in locations where they want. I am sure there is more yet to come, there will be a point where they will be competing every one and their result pages will be full of their own products, there is too much Greed in Google
The internet would have been a lot better if there was a serious competitor to Google in Search.