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This is where enshittification comes in. The search engine business is a curious internet business. The better you are at it, the less time people spend on your website—and the less ad revenue, among other things, you receive.

Google knows thisl. If they can give you the definitive result that you are looking for without you leaving the page, they win.

It also, IMO, explains part of the motivation for Google in deploying an utterly second-rate large language model—Bard—in production code.