Why would we need to do that? If Google (and all of its advertising-based competitors) disappeared tomorrow, something like YaCy[0] would take over. So many business models that exist today based on advertising and central hosting could be replaced by decentralized, peer-to-peer, free software projects. The main thing limiting these projects right now is lack of interest due to the non-profit property.

[0] http://yacy.net/en/index.html