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Google is losing the war against SEO garbage but they’re not ads. Ironically for shopping results the ads are better at finding thing you’re looking for than the actual content. I suspect that the reason is that stores put more effort into actually sanely cataloging their stock for ad placements than for their main site.

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I have definitely made searches on google on a 2015 macbook pro, only to see every link above the fold be an ad.

Google still offers utility but their dominance will be challenged by niche players (in aggregate) over the coming years.

I do not put a value judgement on their behavior. I merely comment on the opportunities presented when they become too big to innovate from the bottom.

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