What exactly would happen if it was a material negative impact on their revenue and they didn't fix it? If Google isn't under survival pressure to get better (

What exactly would happen if it was a material negative impact on their revenue and they didn't fix it? If Google isn't under survival pressure to get better (and they aren't) the incentives aren't aligned for them to improve or even to not get worse every year. If Google is failing first gradually then suddenly it might not even be within the institutional power to notice how bad it's become before it's too late.