I'm currently undertaking my thesis regarding phishing detection. I understand that Google Safe Browsing relies on a constantly updated blacklist in order to classify webpages. Their blacklist does not suffer from the drawback of being unable able to detect zero-hour phishing attacks. After all, the blacklist is generated by a machine learning algorithm, trained daily with tens of millions of data (assuming the "blacklist" they refer to in the paper is indeed the one used by Safe Browsing).
My question is, would there be any reason not to rely on Safe Browsing?
Conversely, given the popularity of Chrome (and Firefox, which maintains their own blacklist; also queries Safe Browsing in case the URL doesn't contain an entry in their list), would there be any reason to opt using a browser extension instead? (like SpoofGuard and Netcraft)
Additionally, why would a company invest in phishing solutions (not enough rep points, see the solutions provided by: Entrust, PhishMe, LookingGlassCyber) when they can just use Safe Browsing?