There will be a race between the attempts monetize online LLM services like this and the development of consumer owned hardware that can enable local LLMs with sufficient power to deliver the same service but ad free.
Combined with RAG a self hosted LLM will definitely be able to deliver a more impartial and therefore better solution.
I don't think anyone can make a Google today that works as well as it did back then. Google shaped how new content was created, and that was probably a much bigger deal than any changes to the tool itself