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.)