“We’ve been building the extensions for a long time,” says Ghostery president Jeremy Tillman. “But at the end of the day you’re playing by somebody else’s rules. We thought that we could do a lot more if we played by our own rules.”That “somebody else” almost always means Google. The desktop browser and internet search races are not what one might call competitive. As of October, Google’s Chrome browser claimed 69 percent market share; its closest competition, Microsoft’s Edge and Mozilla’s Firefox, hovered at around 7.5 percent, according to NetMarketShare. From month to month, the numbers barely change. And that dominance pales in comparison to search, where analytics firm StatCounter says Google fields close to 93 percent of all queries.
However, while TikTok hosts fun and light-hearted content, the Genimous search hijacker extensions are marketed toward users who are seeking a private search engine and who may be surprised that their most sensitive searches are being stored by a Chinese company making promises that it cannot legally keep.
Which is to say that building an alternative to Google these days can feel like a quixotic undertaking. German startup Cliqz, which acquired Ghostery in 2017, abandoned its efforts to build a privacy-first search engine from scratch in April. “In the long run, we have no chance against an overpowering opponent such as Google, which dominates the market in every aspect,” wrote Cliqz cofounder Jean-Paul Schmetz at the time. “We are deeply sorry to say goodbye to colleagues who have shown great commitment and passion in achieving our vision.”