Exactly. At the end of the day, it is all about the money. If something isn’t making money, it is bound to be canned/changed sooner than later.

I wonder if there is room here for an existing company that already makes money via a subscription, to pivot into search.

I could see Apple or Netflix or Amazon, try and expand their offering to include search. They already have income streams that rely on the consumer, so they can build products that are in our best interest.