I have Question X and the answer isn't to surface "Blog Post Y"... it's the content of Blog Post Y I need, and only the subset of the content that answers my question, perhaps synthesized with the content of 5 other blog posts, a couple scientific papers and a recent press release.
We're now in this temporary zone where "just searching the web" is still the optimal way to get answers, while search engine companies are piling into other stuff.
But very shortly that other stuff will become our go-to.