From Google's point of view, it's working exactly as intended. Once they've captured market share, there's no reason not to turn the screws and squeeze out ever

From Google's point of view, it's working exactly as intended. Once they've captured market share, there's no reason not to turn the screws and squeeze out every last drop of revenue. Google would love for the internet to consist entirely of ads. Other content is only necessary insofar as necessary to lure in people to see the ads. And in Google's case, just the hope they might find content is enough to suck a user into the ad vortex. Perhaps this isn't a great long-term strategy, but that doesn't really matter because nobody involved is incentivized to think beyond the short-term metrics that determine their bonus/promotions.