Today, I think they are losing. Quality primary sources are often crushed by unusable websites, which understand google's analytics very well. If I make it hard to find the information, but I make it seem that it's the next paragraph down, my search results will improve!
Google itself is causing the enshitification of third party websites, many of which have paragraphs and paragraphs that are obvious spam. I'd take any videogame guide website from 2005 over the first page of google today