We should also add a plausible hypothesis where search engines are partially replaced by other interfaces, such as LLMs prompts. In that case we are in front of the innovators dilemma for Google and Apple just need to wait until the sky clears, think again, and act.
The other response to your comment was overly negative. I'm quite dumb with regards to cosmology, but also research economics, and lowering resource transaction costs are a win.
"Filthy code", comments are amusing.