If Google only takes and never gives, then sites cannot profit. What is the incentive to publish if the only outcome is feeding Google’s AI with no return? What sources will LLMs have to pull from if all the sources are defunct? How far will Google go folding adverts into their AI output?
I can see the huge short-term gain for Google, but I see no long-term path – not even an unsustainable one. This feels like the end, but of exactly what I’m uncertain.
The pitch MKBHD seemed to settle on was that Google will probably say, “Yes, we’re taking all of your clicks. BUT, when we do finally send someone to your site, it’s a guaranteed sale.”
Which ignores every part of the internet that isn’t trying to sell you something, but it tracks.