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I'm curious -- in your view, what exactly is it strangling that could not be addressed by replacing google.com with a ChatGPT-like interface while integrating other Google free-by-ads tools nicely? Or is your point they wouldn't do that due to existing "siloed incentives"?

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This is classic innovators dilemma stuff and for sure the Alphabet board is aware of it. It's not an easy problem to solve at scale though.

The ads in google search are ~55% of their revenue and ~70% of their profit. Will the LLM drive as much traffic to the ads as the current google search? Will it feel as organic to the users as the current solution, or will LLM hawking a product seem forced by the users?

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