Technology

I mean the article is specifically about Google search. Which might have gone downhill since whenever it first came out with the introduction of ads (sorry, 'Sponsored Results') but I'm not seeing significantly better competition for delivering search results. Everyone is still just aping the brand leader.

DuckDuckGo is obviously better for privacy for example but it doesn't seem to have any ambition except to deliver the same results as Google but without the ads and tracking which is ok but not a big enough draw except for people already concerned about privacy. Bing gets essentially the same results but if anything seems more spammy than Google with pop ups about making it or edge your default search engine or browser. It feels like other search engines just take Google search as something to copy and put their spin on it though.

I'd say search is one of the things Google is still getting right enough to earn its place as the leader. Some things it does well, some things it has badly declined on (someone above mentioned Google assistant hardly understanding anything anymore, when it used to be the best in this area too), but generally you can replace most Google things with programmes doing things their own way. Search engines just feel a bit like reskins to me