I'm cynical Google will be able to truly fix this or even want to.

I think Google is part of a cartel; their search funnels people to sites that run ads that often are part of the Google network. Yes, they make a ton from search advertising but also a ton from the greater network.

This is really the Mob boss cracking down on underlings who have gone over the line and are collecting too much protection money or are cutting the "goods".