Google is gonna be one of the best while-we're-watching illustrations of (or refutations of) disruption theory in recent memory. They are very close to the best there is at assorted LLM stuff. They wrote the foundational paper. They have the infra, they have the training data, they have access to everything, they've indexed everything already.

And yet they have this money-printing business model. And they are, at this point, a mature company, with all that comes with that.

They've been in the process of destroying themselves in the typical way, with search getting worse but nobody being able to do much about it because the incentives are the same for everybody, and quasi-monopoly status, all of it. But LLM ~search is clearly positioned to be so much better. Google should be the ones to own it and it shouldn't be close. But is it possible?