The idea here is that better "web search" progressively disrupts entire industries whose job was to provide the information that is being searched: that to help people find your product you make it more accessible to Google, which then takes your information and presents it to users in ways that no longer requires you, and so you are removed from the market; the main limitation of this process is just "how smart" Google's algorithms become, so over time (as Google improves this process) you see more and more industries buckle under the all-mighty weight of Google.