Which models at what cost? IMO Deepseek websearch potential to challenge Google search moat also makes Google particularly vunerable, because it dramatically evaporates advantages of 100s of billions of hardware. Not to imply Google does not maintain advantages, but it gap just went from insurmountable to many actors can potentially build AI search to rival Google on shoe string budget. Certainly on sovereign budget.
It's going to be an increasingly irrelevant game when models make regional scale, i.e. country/sovereign scale inference attainable. Countries that couldn't even role out domestic search pre accessible models that displaces search likely soon can.