Their only Hope at long term viability is something like the wall between advertising and editorial at old school media companies. Yes, it’s fashionable to be jaded but it really did work that way.

Google needs its product people to not know or care about as revenue. They need to make search as efficient as possible, without regard for whether a good search result reduces ad clicks.

Revenue would go do, but not catastrophically. And they’d have a sustainable business that would be hard to disrupt.