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According to Hakim, Microsoft and Google are the Cain and Abel of American technology, locked in the kind of struggle that often takes place when a new giant threatens an older one. Microsoft was frustrated after American regulators at the Federal Trade Commission didn't act on a similar antitrust investigation against Google in 2013, calling it a "missed opportunity." It has taken the fight to the state level, along with a number of other opponents of Google. Microsoft alleges that Google's anti-competitive practices include stopping Bing from indexing content on Google-owned YouTube; blocking Microsoft Windows smartphones from "operating properly" with YouTube; blocking access to content owned by book publishers; and limiting the flow of ad campaign information back to advertisers, making it more expensive to run ads with rivals. "Over the past year, a growing number of advertisers, publishers, and consumers have expressed to us their concerns about the search market in Europe," says Brad Smith, Microsoft's general counsel. "They've urged us to share our knowledge of the search market with competition officials."
Net neutrality activists believe that as these plans proliferate, access to the open internet will become extremely expensive or unavailable, innovation will slow as for startups are prevented from reaching the market, and the competitive consumer ISP market will be replaced with a cartel negotiating against internet companies. In a campaign similar to that in the US, over 630,000 Indians sent responses to their regulator through the website savetheinternet.in.