If they focused on keeping search results genuinely high-quality, I think the outcome could have been very different. Basically everyone I know slowly began shifting their questions to something like ChatGPT because Google search results were only presenting irrelevant SEO'd garbage with 12 ads shoved into every page. Slapping the lowest quality model at the top as an "AI Overview" and removing the one genuinely useful part of search at that point (widgets like the dictionary) was the final nail in the coffin for me at least.