I don't see why it can't be both. The web has less good content AND Google has altered their search results such that results are worse generally for us, but better for them and their bottom line.

I'm not saying it isn't both, what I'm saying is that the thesis of the newer Google competitors is that the problem is mostly that Google has chosen to suck, so they can do a lot better just by choosing to not suck. But I think that thesis is wrong, that it is mostly that the web sucks now, and that these search engines are ultimately likely to be unsatisfying because they can't actually solve that underlying problem.

But if I'm wrong, that would be great! The comment that started this thread made me think that it seems like I'm not wrong though.

I think the counterargument would be that the web sucks in large part because of the way it’s been shaped by Google. Most of the hyperwordy blogspam is driven by sites trying to optimize their SEO for Google. So websites like Kagi could potentially push the underlying web in a positive direction

I don't buy this at all. There is no way for any search provider to avoid the arms race dynamic. Marketers will always have an incentive to appear first in results in order to capture an audience to monetize. "Just win the arms race then" sounds nice but it's wishful thinking, IMO.

And I don't even think this is the primary issue with the web sucking. The web is just an entirely different thing than it was during the period we're all nostalgic for. I used to search for information and find it on independent pages that I never would have found without a search engine. But now that same information I used to search for is all on wikipedia, with much better citations than I used to get.

And pretty much everything other use case of search is now behind some social media walled garden.

IMO the web was kind of just a victim of its own success. There stopped being much incentive to put new things on the web on a huge proliferation of independent sites.

(NB. This is terrible for Google! If my take on this is right, then their business model is going to eventually be in real trouble. This is another reason I'm pretty skeptical that they have caused this to happen. It's bad for them, I don't think they're happy about it at all.)