Oh, okay. I see. You think this has nothing to do with you. You go to your little computer and ignore all the headlines about Google Search on your way to Reddit or Substack or Microsoft Teams, for instance, because you don’t take the internet seriously enough to worry about where it’s headed, and because you’re convinced someone else will have it all sorted out before shit hits the fan.

But what you don’t know is how Google Search affects all of us. It’s not just “how to get wine stain out of white shirt” or “Ben Affleck smoking meme high-res.” It’s our livelihoods, yours included.

And you’re also blithely unaware that, though Google Search looks fine to you right now, it will soon start forcing your readers and customers to find web content through a chatbot-style “intelligent search box,” which means they’ll receive limited, cherry-picked recommendations (at best) or AI hallucinations (at worst). And then I think it’s later this summer that Google will begin to unleash “intelligent agents” on those people’s phones and computers, where they’ll grab information on their behalf, giving you even less control over how people discover your business. And this will filter out countless people who might have otherwise loved your blog or your business, which you, no doubt, started with the childlike hope that Google would never royally fuck us all over.

However, this change will redirect billions of dollars and ruin countless jobs.

And it’s sort of comical how you think that by burying your head in the sand you can ignore the changes that are coming for us all, when, in fact, you could be informed and angry too, and maybe if Google actually felt threatened by enough of its users it would be a little more afraid to trample all over the internet as we know it.