> As an advertiser in the new world, I'd have to go around and buy ads on all the new search front-ends. And site operators presumably have to deal with many m

> As an advertiser in the new world, I'd have to go around and buy ads on all the new search front-ends. And site operators presumably have to deal with many more ad platforms, which is likely to be a complication for them. Theres a certain logic to the way it works now, even if it is (arguably) anti-competitive and undesirable.