Think of it more in terms of market cap. Google is worth 4.3 trillion dollars. They're spending on AI to protect that and others are spending on AI in the hopes of becoming that. The golden goose is serving ads and the fight is over who gets to do that.
No, the golden goose is ownership over the magic box that does work cheaper than people do.
That market is far bigger than the entire ad market put together, because its upper boundary is every dollar the world spends on white-collar payroll.
what's strange is that the more I interact with gemini and claude, the fewer ads I see.