very interesting article by Dan_Luu about search engine quality and, possible, the decline thereof.
How bad are search results? Let's compare Google, Bing, Marginalia, Kagi, Mwmbl, and ChatGPT
Spoiler: it doesn't look good.
even better,
In their original Page Rank paper, Sergei Brin and Larry Page noted that ad-based search is inherently not incentive aligned with providing good results