They don't think they really need any more content outside of a few deals they can cut directly with publishers. And they already have YouTube, which produces limitless free content for them to use as they see fit. My blog from 20 years ago, or indeed all of our blogs today, are not something Google feels will be any loss to their product.

Someone will search for "Kylie Jenner" and they will get some kind of shopping opportunity (with Google getting a commission) and links to her profile on YouTube. And maybe some publisher content on the subject. In all cases they'll probably want to angle to get more of an "aGeNtIc" experience, where Google just reads you the story or buys the lipstick for you, without you leaving google.com.