As Google has come to dominate the browser market, they've slowly made Chrome more and more integrated and reliant their own propriety services. They've done away with the concept of a homepage and exclusively control what the new tab page looks like. There's no way for users to set a competitor's site as the new tab page.
https://support.google.com/chrome/answer/2918032?hl=en
> "If your default search provider isn't Google you may see a different layout on the New Tab page."
They advertise their own products on search results, pushing organic results down even further.
They pulled a bait and switch with Android, turning it into GoogleOS.
Google throws its weight around just as much as Microsoft ever did, they just smile while they do it.