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Microsoft is an SJW company too.
If you really want to hurt google use that infiintum thing that auto clicks their ads. Their customers pay by the click and if the clicks become worthless google becomes worthless.
edit: https://adnauseam.io/
I am old enough to remember lycos and altavista as well as orkut and myspace. The current reality of a world dominated by Google and Facebook is not a given and they themselves (Google and Facebook) know it better than anybody that's why they are so aggressive wih competitors.
At the same time, and this is something that the firing of James has exposed, these two companies have reached a point that they attract mostly "status seekers". It happened earlier when Microsoft reached a decent size. Many of the people currently working at Google or Facebook are people who, in a different life, might have found themselves working for McKinsey or Boston Consulting Group. They have the brains to be sure, but many lack the genuine love for technology of the people that built those two companies from scratch. And that my friend, is their weakness.
At the same time, I am also of the opinion Peter Thiel expresses here https://www.youtube.com/watch?v=z6K8PZxyQfU (same ideas as in his book "Zero to One"). These two already have achieved monopoly status, so it is besides the point to try to imitate them.
There is however a lot of other areas to explore. The point that I was making above is that starting something new has never been cheaper. There is mature open source software (like MySQL, Hadoop, Spark or Kafka) that didn't exist in its current form in 1996 or 2004. The cost of starting a new software driven business has never been lower.
Hah! Google threatens to cut off funding of leftist think tank for criticizing Google. Google's projected "open source" OS for Android met with some skepticism: http://www.popsci.com/google-is-building-new-open-source-operating-system-for-phones-and-computers Here's one to watch: https://www.reactos.org