Agree with the sentiments of the sibling posts that monopolies seem as great for business as ever.
But sadly not fast enough. The monopolies get to make everyone else miserable for far too long.
So when is it gonna kill Google?
Not that it must kill Google, they can still pivot and e.g. Google Cloud is already non-negligible in their revenue structure. But I'm relatively confident that search/ads duo won't be their main earner anymore just like Windows is not the main earner of Microsoft.
People have been saying the same about Microsoft for 20+ years. Now it's again, the most valuable company in the world.
At what point do people admit they're just bad at predicting the future?
Now, everyone who's running a website for a living is doing platform-native content for traffic and pairing it up with a newsletter-backed website or straight up investing in brand advertising campaigns to have access to their own audiences still, without relying on Google to deliver them.
My guess is that we're in for the second wave of Big Aggregators, but it's tough to say what the technological twist behind it will be, so it's not just a reddit 2.0.