Everyone should be using uBlock Origin. There is no reason to see ads anywhere on the internet.
But Google has gotten so unbelievably bad that even uBlock origin can't protect against the onslaught of SEO spam and downright crappy results. I'm wasting hours every week, sorting through Google's atrocious output.
Meanwhile, I don't think consumer expectation of free service is likely to change, and expect there's a market for ad-free reimplementations of existing services.