[sumtechguy]

> I think we are in the middle of this transformation.

Totally. Had a bit to think on my second point. Lets say I used to do something like 'who was the king of england in 1732'. That would in the past may lead me thru at least 3 websites. All serving ads. Now google can have that above the fold. They will have some ad's on the side like they always did. But I have the thing I want. I am probably not going to drill onto those other sites. Seeing those ad's too. Ads more than likely being served by google. In effect it will be showing me something like 80% less ad's. I am pretty cool with that. But the ecosphere around it is going to collapse or at least be substantially curtailed. This will also subtract on what they can charge for ad's. As they will be serving less of them.

[tndibona]

So if I take both your points - 1. Google will have to eat it's own lunch in order to force this change. 2. They will also have to skim down their Ad space as there will just be less content real estate to place ads when the way forward is an AI style Q&A type search.

Google will have pivot, and trim its bloat to effectuate this change. This will be at the expense of "Maximising shareholder value"?