[greg_V]

Google is already killing itself. The search experience has been getting steadily worse and worse on one end, but on the other, they're slowly strangling the incentives that were offered to publishers (ranking, traffic & monetization) to develop content for the "open web as dominated by Google".

Now, everyone who's running a website for a living is doing platform-native content for traffic and pairing it up with a newsletter-backed website or straight up investing in brand advertising campaigns to have access to their own audiences still, without relying on Google to deliver them.

My guess is that we're in for the second wave of Big Aggregators, but it's tough to say what the technological twist behind it will be, so it's not just a reddit 2.0.