It's not just font end users feeling this, but advertisers too. Google ads just keep getting more expensive, harder to control and in many cases less effective. You have to, as an advertiser, give Google so much data about your operations and revenue to get the algorithms to work, it's ridiculous. I'm immensely suspicious of how they use the data they have access to about advertisers businesses.

Google entire business model is now about squeezing as much out of their advertisers margin as possible. It's only a matter of time before advertisers push back significantly.