I'm very confused by this article. They seem to just assume that breaking up Google would fix the problem, but they don't explain why. To me it seems that a fun

I'm very confused by this article. They seem to just assume that breaking up Google would fix the problem, but they don't explain why. To me it seems that a fundamental problem of search on the internet is that it's adversarial, which means Google needs to make these ranking changes to try to make things better in the SEO war. How does breaking Google up fix this? Wouldn't all the new search engines just be worse at fighting SEO spam, leading to even more spam? disclaimer: i work at Google, though not on search.