This is the "portal/broker" phenomenon that is gripping all domains for last couple of decades. Consumer and producer are de-linked by a third-party layer that is making things better for both at the cost of dependency on the layer for both.

When you order on amazon, you no longer deal with the merchant. When you order food, you no longer directly pay the restaurant. When you ask for information from web, you no longer want to deal with idiosyncrasies of the content authors (page styles, navigation, fragmentation of content, ads etc).

Is it bad for content owners? Yes, because people won't visit your pages any longer, affecting your ad revenue. Is it compensated? Now this is where it differs from amazon and food delivery apps. There is no compensation for the lost ad revenue. If the only purpose of your content is ads, well, that is gone.

But wait, a whole lot of content on internet is funded by ads. And Google's bread and butter lies in the ad revenues of the sites. Why would they kill their geese? Because they have no other option. They just need to push the evolution and be there when future arrives. They hope to be part of the future somehow.

> Consumer and producer are de-linked by a third-party layer that is making things better for both at the cost of dependency on the layer for both

> Is it bad for content owners? Yes, because people won't visit your pages any longer, affecting your ad revenue.

So it is actually better for the both sides. One is getting hurt in this transition process.