Use an Amazon Fire TV or Echo Show? Hopefully you’re not a big fan of YouTube. Google will pull its YouTube apps from both devices in January.

What gives? Google is ticked about what it calls a “lack of reciprocity.” In plainspeak: Amazon Prime Video won’t stream to Google’s Chromecast. Amazon.com doesn’t sell Google Home speakers and stopped selling some Google-owned Nest products. Fine, says Google. No YouTube for you.

The spat marks a turning point. Just a few years ago it seemed tech companies acknowledged their independence. Screwing with one another would just harm the digital ecosystem that was teeming with new products and ideas. Now it’s clear that the tech giants—Google, Facebook, Amazon, Apple—are back to fighting over market share.

Devices and services are just one part of the fight. Facebook and Google already eat up more than 60% of digital ad spending, for instance. Amazon.com is the starting point for more than half of all e-commerce searches. Google controls more than 60% of all internet queries, and above 90% on mobile devices.

Is the golden age of personal technology—when we could pay a flat fee for internet and get whatever we wanted online—about to be over? Presently, we can get music from Apple, do holiday shopping on Amazon, run a business through G Suite and keep up with family on Facebook. The future might be quite different where your digital services are bundled–and limited–to one company. Maybe you’ll be an Amazon man or a Google gal, getting your internet, video, email, automated online shopping, AI voice computer and web activity through their platforms.

That might make for an internet with less questionable content and abuses, and a better overall experience. It could also leave us more tethered to our tech giant of choice. Indeed, the FCC’s moves to rescind net neutrality make this more likely.

The major revelation of 2017 seems to be that the internet hasn’t turned out to be the free platform of information it was cracked up to be. Google, Facebook, Amazon, et. al., already control the bulk of what is read, searched, watched and talked about online. As author and game designer Ian Bogost wrote recently, “Big Tech’s stranglehold on those services puts the lie to the underlying freedom and openness those services ultimately offer.”