> search ultimately drives traffic to their own site Google is notorious for having slowly whittled away traffic in that the constantly are adding “tools” at t

> search ultimately drives traffic to their own site Google is notorious for having slowly whittled away traffic in that the constantly are adding “tools” at the top of their results to give users answers without having to click through. More egregious Google uses their data to launch or acquire competing businesses in industries that have high value keywords so they can drive up the cpc of those keywords. Often times Google gives their own businesses built in tools at the top of search once again diverting traffic (example: Flights). Even when they drive traffic to sites it’s because Google dominates the market and therefore SEO, so businesses are always jumping through Google’s hoops and using their services further entrenching them as the market leader. Ultimately, I’m not sure if LLMs/chat gpt will make this better or worse, but maybe for once content creators can actually get paid for their content if it’s used to train the LLMs (but doubtful it’s a problem in tech not limited to Google).