Sadly, often when you appear to have choices, you still don't have a choice. The type of competition that practically benefits users rarely exists and profit-maximizing businesses actively work to reduce or eliminate it. In the long run competition in a market disappears via consolidation - the act of the winners acquiring the losers. And so you end up dealing with one or several companies, whether you trust them or not.

With that said, the author of the article is obviously out of their mind or an active Google shill.