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If google wasn't big enough to move the market, this would just be a story about google's downfall and vulnerability to competition.

But if google succeeds in keeping people on-site instead of visiting links, the incentives for people to create high-quality content fall through the floor. Whether you are a commercial provider funded by ads or an academic trying to disseminate something more than soundbite "featured snippets", google's efforts undercut your motives to create quality content.