There is only so many requests people want to process with LLMs.
There's a lot of use case for the information retrieval side, especially for people whose educational level and mindset means well-crafted search queries were never a thing for them.
But there's also the other side of the trade. How much are suppliers willing to pay for upranking? It's a dirty business model, Enshittification 3.0+, but when did that stop anyone?