Why oh why oh why do media companies not band together to set up their own competitor service?

A news aggregation site that works like Google News that readers can bookmark, easily access and filter.

A competitor ad service that old-stream news media can use to sell ad space within their own group and maybe pay content publishers to display.

If they did this they could as a group instruct Google and other search engines not to list their old-stream news content.

I’m not a Google extremophile but I will support Google’s right to do its business its way over the right of others, who can opt out of Google’s web index services, to sue Google because ‘we can’t be bothered to build a better service wah wah wah…’