Technology is a catalyser. It has a knack of turning things from "already a problem" to "now a catastrophe".
"To err is human, but to really foul things up you need a computer." -Paul Ehrlich
Now LLMs will create your bugs for you!
It's seriously exacerbated by smug LLMs.
I'd say LLMs have helped a lot with this problem actually, by somehow circumventing a lot of the decades of SEO that has now built up. But, I fear it will be short-lived until people figure out LLM optimisation.