Yes, I've been saying for years that there's a fundamental contradiction in the paid search model. If the best content moves to the top organically, it doesn't

Yes, I've been saying for years that there's a fundamental contradiction in the paid search model. If the best content moves to the top organically, it doesn't need to pay, so only the not-best content will pay, which degrades search results. So, Google has perverse incentive to put the best content not at the top so it can force them to pay go get to the top. (The same dynamic applies on FB feeds, although the definition of "best" there is fuzzier.) The solution is that advertising against algorithmically moderated content should be illegal. It breaks the contradiction because now users will have to pay to get the top content, instead of content providers paying for visibility.