One of the most important business lessons is that game-changing disruption doesn’t come from a much better product, because that is just competition doing its job (think Google vs Altavista, or Bing’s failure to dethrone Google).
Real disruption comes from an unexpected direction: SearchGPT (or Perplexity) is a radically different way of online search and information retrieval than googling, with the potential to sideline the incumbent.
All the while Google is not going to sit idly by, but its current model (and ad business) will likely look radically different in 2-3 years as a result.