From the article:

    Consider the search engine Bing. Despite investing around
    $100 billion in Bing, Microsoft failed to make a dent in
    Google’s market share, in part because it would have
    taken Bing 17 years to collect the same amount of user data
    about website quality that Google collects in 13 months. 

From the same article:

    I’m tired of sifting through Google’s increasingly cluttered
    and irrelevant search results, searching in vain for the
    latest news and instead finding only Reddit posts.

I guess the synopsis is that Google created the largest ever silos of user and internet data and then used it all to curate the largest possible library of affiliate slop.

That's overly optimistic. There are meager efforts to rein things in a little but at this point we're full on "regulatory capture" so I'd be (pleasantly) surprised if anything actually comes to pass.

This is why the "AI" marketing is so relentless. It is their last hope.

All of Big Tech will become defense contractors. This will become their core business if they want to survive.