A simple question!
Would consumers benefit of Google's Top 10 search results of same search query, if those Top 10 search results are occupied by:
- Sites 1-5 owned by supplier-1 containing just about same content offering same widget-1 product or service. When consumers click any of those 5 sites they would end up buying from same supplier-1.
- Sites 6-10 owned by supplier-2 of just about same content offering same widget-2 product or service. When consumers click any of those 5 sites they would end up buying from same supplier-2.
As such there would be very limited diversity and very limited competition on Google's Top 10 search results of same search query. Accordingly consumers right to choose would be very limited!
For the sake of further discussion, I wish to recall the following few lines:
Consumer Bill of Rights - The Right to Choose
"The right to free choice among product offerings states that consumers should have a variety of options provided by different companies from which to choose. The federal government has taken many steps to ensure the availability of a healthy environment open to competition through legislation including limits on concept ownership through Patent Law, prevention of monopolistic business practices through anti-trust legislation, and the outlaw of price cutting and gouging." [en.wikipedia.org...]