There’s been a two pronged assault on it over the years.

Mostly from websites doing anything to spam up the results via SEO and mass produced articles about product recommendations, that are little more than the top 10 selling items of that type on Amazon along with affiliate links.

But also from within as Google morphed from a search company to an advertising company. Especially once they reached peak saturation and that all important growth must continue. I just don’t think the capitalism machine works for these tech corporations once they reach the size of Google. How do you even grow from there? Enshittification and eating yourself is the only possible outcome.