I mean it's hard to keeping growing 10 % every year if you're already one of the biggest companies in the world, so I think it's unavoidable that at some point

I mean it's hard to keeping growing 10 % every year if you're already one of the biggest companies in the world, so I think it's unavoidable that at some point you will prioritise revenue over user interest if those are misaligned, which they seem to be for search. People using search engines and companies wanting search traffic have vastly different incentives, so it's even surprising to me that the system worked so well for such a long time. Recently it just seems that the whole thing starts to come off at the seams, there's just too much pressure from all sides that squeezes against user interest. The last 10-20 years were characterised by strong growth of the web and with that revenue per user icnreased as people did more and more stuff online, but maybe now we're reaching a saturation phase were revenue per user won't increase naturally anymore, so you have to start hacking user attention to squeeze out more revenue. Seems very similar to the streaming platforms, all was great when their growth was fuelled by user growth, but as that seems to saturate companies switch gears and monetise individual users more agressively as a growth driver.