For sure I don't think Google is helpless. But its not as simple as just "make search good." And I agree with you on how you summarized the misalignment of incentives. Lets say Google already invests 100 million in search (probably under, but keep numbers small and simple). And we are able to quantify it at being 60% effective or 'good.' Does it make sense for Google to invest another 50 million to bump that up to 62%, probably not. And I imagine that it how the incentives are aligned. They could pay to make it more effective, but they won't see the same returns on the dollar amount. And that is what I am guessing the situation is like. They could make it better, but they now have diminishing returns on the money spent on making it better. I expect a lot of the diminishing returns comes from the fact that they have to fight a cottage industry to game whatever changes they make all along the way.