Over time, Google search has become increasingly regionalised.
eg I search on an Italian made product in the UK, and I only get UK results - have to fight the thing for Italian results, and they’re burying it deeper and deeper.
I search on news of the Malaysian Airlines MH370 flight - I only get UK results (and key articles like The Times - don’t even show up - Murdoch Power).
Google is stiffening and becoming rigid.
Time for a competitor to take a chunk.