The other part is webtraffic: Google in theory could have created an interactive, conversational style search engine (with it without LLMs) if they wanted to, but a lot of websites would have complained about Google taking away traffic from them. I believe the same happened when Google started showing it’s own reviews instead of redirecting to Yelp. I wonder how openAI or any LLM powered search is going to deal with it. They don’t have to worry about it anytime soon, they still have a lot of time to get to a stage where they come anywhere close to the number of queries Google handles in a day, but it’ll be interesting to see how things go.