It's not that they can't acquire. In fact they invented this tech and have their own models just as good. But the "problem" is you can run such a model on a computer of your own, like Stable Diffusion. And this model could interface between you and the web, doing the final part of question answering. Then you are not forced to see any ads. So the language model has the potential to free us from their ads. You can download a language model, you can't "download a Google".

If you don't think you can run a decent language model on a normal computer check out Google's own FLAN T5 series. Local language models mean more privacy and empowerment for everyone.