I strongly believe we need tread extra cautiously while observing what these companies do with the internet. They would like to have their own walled sections of the internet where they define the rules and govern the policies. It started with URLs first (facebook.com was the internet for many). It is shifting to whole top level domains - Google’s usage of “.new” for example.
I agree that the best solution will be to reduce the concentration of power. However, it is extremely complex to implement. There are too many parameter in play, both technological and political. It would be important to not let these walled premises build until we have the solution.