We can start by forcing sites to treat crawlers equally. Google's main moat is less physical infrastructure or the algorithms, and more that sites allow only Google to scrape and index them.

They can charge money for access or disallow all scrapers, but it should not be allowed to selectively allow only Google.

It's not like only allowing Google actually means that only Google is allowed forever. Crawlers are free to make agreements with sites to allow themselves to crawl easier or pretend they are a regular user to bypass whatever block they are trying to do.