What do you, the customer, allegedly willing to pay, get from a search provider? Especially once everyone else piles on?

What you get is a simple tool, that then requorements bloats as soon as the rest of the economy notices you're a growing centralized control point.

You start getting DMCA pipelines. You start getting hosting amd analytics, and monetization. You get your supplier suddenly weighing everyone else's interests against yours.

You start getting manipulated results streams when all you wanted wss reasonably consistent and well organized search results according to your query.

And in today's age? You, the customer, will always lose. So people are willing to pay for search engines, they exist, but just aren't willing to pay for "someone else's" search engine. Many may even go as far as starting their own, and not advertising or commercializing it to minimize the number of entrenched filters between them and the Net. As impractical as it sounds.

Not a lot of normal folks grok it enough to articulate yet, but nevertheless I see the pattern starting to coalesce.