Is there an appreciable difference between a company that controls what information is surfaced via pagerank and one that does so via LLM? Remember the past sc

Is there an appreciable difference between a company that controls what information is surfaced via pagerank and one that does so via LLM? Remember the past scandals with google up/downranking various things? This isn't a new problem. Wrt how the average person gets information google doesn't really have more control because people aren't clicking through as much.