Too much money in ads, and search is just a huge cash pipeline straight towards it. No way we can have non-ad-infested llm search out in the wild from any major vendor in upcoming future. Google-fu just becomes llm-google-fu, while sometimes it goes off rails and then apologizes in that typical super annoying way (and screws up something else).

Maybe smaller ones can somehow provide almost comparable but ad-free service, heck even mildly worse but genuine results would win many people over, this one included.