[cobertos]

The author defers a lot to their "fixing search" article[0] for arguments and numbers. That article wrongly assumes that search (and the other problems mentioned, like social) is simple to rebuild to avoid misaligned incentives by relegating it to "just" an API. A search company would still have to implement crawling, recrawling (efficiently, timely for topical events), spam filtering, ranking without being game-able, and a ton of other subtleties (robots.txt, many ways of tagging, stale content for certain categories). It also doesn't solve the underlying non-UI misaligned incentives of not injecting ads directly into the API results or however.

Browsers really can be doing more for the user. But if everything became an API for the browser to just consume and display how it sees fit, there would be a lot of new challenges on top of all this new API support that browsers would need to solve. The API vendors would not just roll over nicely.

[0]: https://berjon.com/fixing-search/