It's like this:
Imagine Google owning all the roads in the United States and then saying, "You can't drive on our roads if you have a Trump bumper sticker on your car. You can build your own roads if you'd like, but we own all the asphalt and paving equipment and we're not going to let you can't use it."
It's the best analogy I can think of.
We need to go after Google as a monopoly. Microsoft was sued for having a browser and OS. Google has:
* nearly total market control of online advertising
* large majority of internet search
* large but minority share of content, like Youtube, Google books, Google+