These guys (the publishers) are fighting last year's war. Nobody (to a first approximation) gives a shit about going to the NY Times website, or The Guardian website, or the BBC website, etc. to find information. They expect to use search engines and AI services to find stuff, and then maybe click through to the source site(s) for more details or whatever.

The publishers need to rethink their entire take on how the Internet works or any "victory" they earn is going to be extremely Pyrrhic.