> The thesis of these competitors was that Google got worse because of bad product decisions or implementation failures.

But they did though. Google results got significantly worse after ads started lagging in revenue. So they hindered search and increased focus on the ad platform which shot up profits in 2019 I believe.

The web becoming more inhospitable is true. But Google has the tools, the data, and the engineers to wade through the bs and return good results. They just rather have bad results and good ads because that is where their bread is buttered.

A lot of competitors are working with a fraction of the budget, teams and data. So asking a small team to do proper AI detection, to return smaller indexed sites with high quality info over mass linked SEO abused hellscapes is very complicated, but asking Google to figure it out is proportional to their talent, expertise and resources.

It just not going to move their bottom line, so search is de prioritised compared to ads (some might even argue its made worse on purpose to make ads look even better)