Yeah like most people probably don't remember the web before Google, but there was altavista. You know what happened to altavista? It became overrun by SEO bullshit and people stopped using them literally overnight because Google did a better job. If Google starts doing a shit job, you know what's going to happen? People will stop using them literally overnight as soon as anyone else starts doing a better job.

Yes, web search is a "hard" problem, but a lot of it is a hard problem because there's an insane amount of corporate SEO slop out there, and now there's a lot of AI slop out there too. The first person to solve this problem is going to completely destroy Google. Is it an unsolvable problem? I don't think so.

At its core it's a federation problem. Websites want to be discovered. People want to discover websites. But bad people also want to abuse the discovery process to show their own spam that people don't want to discover. The magic that Google brought to the table was PageRank, which allowed them to determine the authenticity of the spam by the number of backlinks that went from other real sites TO that site. This is essentially just "voting", same as we do here. Of course immediately people tried to abuse it by generating their own massive backlink farms but those are pretty obvious and easy to taint as bad actors and scrub out their rankings or remove them completely. If it's not clear yet how similar this is to the exact sort of trustworthiness problems the fediverse is also dealing with with, just wait. People will find ways to solve this.

The arms race against shitty content will never stop -- but the point is, if Google is no longer participating in the war against shitty content and is now switching sides to become a producer of shitty content, they're not going to succeed. People don't want that shit, and people will instantly vote with their feet the moment any very inevitable alternative appears.

Stop accepting free with ads as a way to use things you really care about.

A lot of people can't afford to pay for every website and webapp they use. Not everyone is in a first-world country with a lot of discretionary income.

WhatsApp (pre Meta acquisition) used to charge $1/year and even that was a barrier for a significant number of users, particularly in developing countries.

The only free models that work are either to use ads, to have a freemium service (where the paid users subsidize the free users), or to have someone else cover the cost for you (which is how it works on most Lemmy servers for example).