From Google's side, I think they're in a heavy monetization mode. Making the product worse by stuffing it with ads is one thing, but also the content on the web has deteriorated quality-wise. I don't have the data, but I saw somewhere that the majority of traffic is video. People aren't surfing the web anymore, they're relying on a few big platforms to deliver content to them. Finally, quality information on the web is no longer free.