Google has been dealing with a 100,000x increase in low quality content post-LLMs. They were getting a lot of bad PR for their poor search results sending users to spam websites created by nefarious SEOs, so their most recent algo updated prioritized real brands and deprioritized "content sites" monetized with affiliate links and ads. Some "real brands", such as Retro Dodo looked enough like a "content site" that they were negatively impacted by the algorithm changes.