Sure, but if I’m understanding this (maybe I’m not), a company could make a service competitive to an Alphabet product, then sue them for not using it?
For instance, if a company started up an ad business, are they going to sue and win, because Google uses their own ad service in Search instead of this new competitor?
That doesn’t make a lot of sense to me.
You're not understanding this.
A company can create a new search engine and Google Search isn't obligated to even mention it.
The issue is when achieving market dominance and new service is integrated into the dominant product.
You clearly haven't been around long enough to have caught a lot of discussions on this topic over a decade ago.