... and in exchange, they deserve that we regulate the fuck out of them to just sell us the bits.
Google's search is a free service with multiple competitors and negligible customer lock-in. See the difference?
Actually, Google reads my mail, handles my appointments, hosts my blog, and even has a few ads on my site. The upshot is that transitioning all that away from Google would be somewhat more annoying than transitioning from one OS to another. From where I'm at, that amounts to a quite a bit of lock-in. Google's position on the search market is as dominant as Microsoft's on the OS market, at least. IOW, while I have my doubts about TFA, and I don't think enforcing "search neutrality" through regulation is the answer, this isn't something we should just pooh-pooh away either. The markets only do their magic under specific conditions, and I'm not sure the conditions apply here.
From the very article you link to - gyroscopic/centrifugal force does play a part.
Not an important one, though. This has been investigated experimentally, by constructing (rather elaborate) bikes that have nearly no gyroscopic effects. They're barely any harder to ride than regular bikes. OTOH it's a good deal more difficult to balance a regular bike on exercise rollers, where the gyro effects are unchanged but the ground reaction forces are much reduced. (Ref: Effective Cycling by John Forester for the former, personal experience for the latter.)
Their idea of an offer you can't refuse is an offer... and you'd better not refuse.