Now every search is results from a small hand full of websites, full of top 10 lists you have to click through and one paragraph articles where I learn nothing.
Don't believe me? Try to Google any medical condition.
Nowadays, companies run the internet and own our data.
Let's go back to the old model. Let universities research federated protocols/algorithms and such. Let the government own the fiber. And let companies build the hardware.
So instead of getting the backdoor they always wanted they literally have the entire house, foundation and all.
Secondly, refer to other comments re: firewalls
An seo company will buy a bunch of recently expiring domains related to a specific topic, and do it in a way that hides who the owners are. They build blogs on these sites, and fill them with the lowest grade content. I've see stuff that's "spun" (plagiarized content where a percentage of words have been replaced with synonyms, so that it appears original) and other stuff that's farmed out to writers in developing countries who work for pennies (A lot of articles with no real substance, written in poor english.)
The owner then links all the blogs to each other, so they appear to have domain authority. Then they sell back links to their customers. This fools Google into thinking your website is trustworthy (because everyone is linking to it) and you get better placement in search results.
In short, its a way anyone can buy popularity online.