Part of the problem is that since Google is a monopoly they have little incentive to produce good organic search results. It's much better for them if you end

Part of the problem is that since Google is a monopoly they have little incentive to produce good organic search results. It's much better for them if you end up clicking an ad than a search result. And with a dominant position there's not much alternative for businesses or consumers. A competitive search market might force them to come up with better organic results since those are (theoretically) better than ad links. This problem is amplified by VC funded start ups. They're willing to lose billions in order to gain a dominant market share. How can little ole therapy service compete with VC funded therapy market when they don't care about making money? Eventually little ole therapy service folds and the therapists have to go work for VC funded therapy market. The long term outlook is that we get one (or a handful) of therapy platforms that are just middle men extracting value.