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A theory I have
(sh.itjust.works)
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If their premise is true - that SEO, advertising, and promoted content is resulting in the poor solutions - then trying to solve the problems with LLM is only a temporary fix, until the LLM companies start modifying the results with SEO, advertising, and promoted content.
It only seems like better results now because LLMs haven't yet cranked up the "commercialize the users" dial yet. They're waiting until they're entrenched before enshittifying it.