Pluralistic: Gemini is better than search because Google enshittified search (29 Jun 2026)


Today's links

  • Gemini is better than search because Google enshittified search: We're All Trying To Find The Guy Who Did This.
  • Hey look at this: Delights to delectate.
  • Object permanence: Microsoft antitrust overturned; Scammer carves C64; RIP Jim Baen; GOP rep to constituent's child: "drop dead" (literally); CCTVs jacked for botnet; Olympic profitability lie; Human factors in health infosec; Exfiltration via computer fans; Congress's summer schedule: 9 working days; Antitrust is political antigrav; Ted Chiang's 72 Letters; Microsoft antitrust appeal; Vinge on privacy; Breaking open the web; Bernie on Brexit; "The Perdition Score"; Intuit v Child Tax Credit.
  • Upcoming appearances: London, Edinburgh, Sydney, Melbourne, Brighton, London, South Bend.
  • Recent appearances: Where I've been.
  • Latest books: You keep readin' em, I'll keep writin' 'em.
  • Upcoming books: Like I said, I'll keep writin' 'em.
  • Colophon: All the rest.


The original Google homepage, loaded in the first Netscape browser. It is viewed under a giant magnifying glass. Inside the magnifying glass, we see a killer robot (with the head of the Android droid), choking a man to death.

Gemini is better than search because Google enshittified search (permalink)

Write a critical AI book, and you become everyone's confessor for their AI sins. People in my life keep telling me about their guilty AI pleasures, in search of an explanation, absolution or condemnation:

https://us.macmillan.com/books/9780374621568/thereversecentaursguidetolifeafterai/

Their most common confession: "I only ever use Google's AI-generated search summaries these days. I no longer click those blue links beneath it, not even to verify the summary." People know that the summaries are full of "hallucinations" (that is, "defects" or "errors") but the summaries are right often enough that many people have come to rely on them, to the exclusion of actual websites, made by actual people, on the actual internet.

Everyone knows this isn't good. The reason there's a web for Google's Gemini AI to summarize is that Google – the thrice-convicted monopoly search company with a 90% market share – directs people to websites, and when you visit a website, you generate revenue for the site, which pays for its maintenance. Most commonly, you generate an "ad impression," but you might also buy a subscription, or generate an "affiliate fee" by purchasing a recommended product.

When Google strips all this away by harvesting an "answer" and displaying it at the top of the page, the bargain between Google and the open web breaks down. Google is extracting 100% of the value from the websites it summarizes, and giving nothing back in return.

This is a marked reversal from Google's founding ethos. In the old days, Google measured its success by how little time you spent on its site. The ideal Google outcome was for you to visit its page (or even better, just a search-box in your browser), type a few words, and get "ten blue links" back, the top one of which was the correct link to locate the information or resource you were seeking. The point of Google was to serve as a conduit, a trusted intermediary that neutrally adjudicated the relevance of every web page for every web user from moment to moment.

Everyone dunks on Google for its high-minded motto, "Don't be evil," but over the years, the company's mission was far more important: "Organize the world's information and make it universally accessible and useful." That was the pole star that googlers followed for the first couple decades of the company's history…until, that is, the company saturated its market and its growth stalled out.

That was when Google started to panic over its plateauing search revenue, this being an inescapable consequence of 90%+ market-share. The ensuing power struggle pitted googlers who were committed to technical excellence against the company's most ardent enshittifiers, who pointed out that by making search worse, they could increase revenues. After all, if you need to search two or three times to get the answers to your questions, that means the company can show you two or three times as many ads:

https://pluralistic.net/2024/04/24/naming-names/#prabhakar-raghavan

Where once Google measured its success by how quickly it could send you away from its site and out into the open internet, today's Google is a sticky-trap full of ways to keep you inside its walled garden.

A decade ago, tech had three major approaches:

I. Google's: let you do anything you want, but spy on you while you do it;

II. Apple's: strictly control what you can do, but leave you alone to do it in private; and

III. Facebook's: control everything you do, spy on you from asshole to appetite.

Today, tech is undergoing a form of carcinization, in which every company is turning into a Facebook-crab: maximally surveillant and maximally controlling.

Apple has added surveillance to its walled garden:

https://pluralistic.net/2022/11/14/luxury-surveillance/#liar-liar

While Google has turned its free-range, internet-wide surveillance system into a walled garden that tries to keep you away from the open internet as much as possible.

Now, in Google's defense, the "open internet" kind of sucks these days. Any piece of useful information you seek out on the open internet is liable to be buried under half a dozen pop-ups, pop-unders, and dickovers:

https://daringfireball.net/2026/05/what_is_a_dickover

Even after you clear these away, the actual information you're seeking is further buried in word-salads that anticipated insipid AI prose by half a decade. Think of all those omelet recipes that appear beneath 2,500 words of cod-Proustian remembrances of "the first time I ate an egg."

The major advantage of AI search summaries is in shielding you from all this nonsense. But where did all that nonsense come from in the first place?

It turns out that this is largely Google's fault.

Google and Facebook monopolized the display advertising market, entering into an illegal, collusive arrangement to rig the bidding so that advertisers paid more and publishers received less:

https://en.wikipedia.org/wiki/Jedi_Blue

The Google/Meta duopoly suck up 51% of display advertising revenue – more than triple the historic take for advertising intermediaries (buyers, brokers, agencies, etc). As ad revenues for web publishers cratered, the "ad load" on web pages went up. This set up a vicious cycle: increasing the number of ads decreases the number of readers, driving publishers to increase the ad-load even more to make up for the losses.

The major brake on this is ad-blocking. In a world with ad-blockers in it, publishers contemplating an increase in ad-load have to confront the possibility that they will induce ad-overload in their readers, who will install a blocker that stops them from seeing any ads:

https://www.eff.org/deeplinks/2019/07/adblocking-how-about-nah

Google has been looking to kill ad-blocking for a decade, and now they're on the verge of making it happen in Chrome, the dominant web browser they use to reinforce their search monopoly:

https://protonprivacy.substack.com/p/google-is-finally-killing-ublock

Google long ago did away with ad-blocking on mobile devices (reverse engineering an app is a felony, which means an app is just a web-page skinned with the right kind of IP to make it a crime to protect your privacy while you use it). Part of Google's argument for killing ad-blocking for the web is that this puts the web on an even footing with apps – which is a very weird way to describe a race to the absolute bottom:

https://pluralistic.net/2026/06/12/compelled-speech/#quishing

To top it all off, this decade has seen Google make a series of changes to its search prioritization that favored low-value shovelware sites over carefully researched, reliable alternatives. Search for product reviews and you're apt to get a "site reputation abuse" result from a once-reliable outlet like Forbes filled with useless and even dangerous reviews, which are ranked far above independently maintained, rigorous competitors:

https://pluralistic.net/2024/05/03/keyword-swarming/#site-reputation-abuse

This has only gotten worse with AI search, which preferentially draws from spam sites to produce decontextualized, highly confident recommendations for substandard, overpriced junk, at the expense of recommendations for good products:

https://pluralistic.net/2025/07/15/inhuman-gigapede/#coprophagic-ai

It's not like Google doesn't have the ability to sort the good from the bad. Kagi.com is a $10/month paid search engine whose results are vastly superior to Google's. But Kagi doesn't have its own search index: instead, they rent access to Google's index, but apply their own (much smaller and less resourced) team's algorithm to rank the results for your queries. In other words, Google could deliver good search results, they just choose not to:

https://pluralistic.net/2024/04/04/teach-me-how-to-shruggie/#kagi

Gresham's Law holds that "bad money drives out good." It refers to a counterfeit coin crisis in Tudor England, where people preferentially spent counterfeit money in order to make it someone else's problem; meanwhile, everyone hoarded their good coins. Soon, virtually all the money in circulation was bogus.

By downranking quality material in favor of low-effort spam, Google set up a web-wide version of Gresham's Law, where bad webpages drive out good ones, and since so many of those webpages contain product recommendations, they're greshaming the world of real products, too, so the bad is driving out the good there, too.

This is the problem that Gemini search summaries solve: in its role as the web's most important gatekeeper, Google remade them as an ad-festooned cesspit of garbage text and cynical shovelware sites. Now Google proposes to wipe out the publishers whose content they stripmined by breaking the web's bargain: that search engines are symbiotic with publishers. Google has turned fully parasitic, sucking the last drops of juice out of the open web before discarding its husk.

Hey look at this (permalink)


A shelf of leatherbound history books with a gilt-stamped series title, 'The World's Famous Events.'

Object permanence (permalink)

#25yrsago Appeals court strikes down Microsoft antitrust ruling https://www.nytimes.com/2001/06/28/business/us-appeals-court-overturns-microsoft-antitrust-ruling.html

#25yrsago Ted Chiang's 72 Letters https://web.archive.org/web/20010720192340/http://www.tor.com/72ltrs.html

#25yrsago Concept handheld devices https://web.archive.org/web/20010620115437/https://www.infosync.no/en/news/n/419.asp

#25yrsago Analyzing Microsoft's successful antitrust appeal https://web.archive.org/web/20010703085656/https://www.salon.com/tech/feature/2001/06/28/appeals_reaction/index.html

#20yrsago Bengali science fiction of the 1880s https://www.lehigh.edu/~amsp/2006/05/early-bengali-science-fiction.html

#20yrsago Vernor Vinge on computers, freedom and privacy https://www.theguardian.com/technology/2006/jun/29/guardianweeklytechnologysection5

#20yrsago Scammer convinced to carve replica Commodore 64 https://www.419eater.com/html/john_boko.php

#20yrsago Jim Baen, sf publisher, has passed away https://web.archive.org/web/20060703024337/http://david-drake.com/baen.html

#15yrsago YouTube listens to fraudulent NyanCat takedown notice, drags heels on put-back from creator https://web.archive.org/web/20110628132607/http://www.prguitarman.com/index.php?id=369

#15yrsago Wyoming’s corporation mills manufacture privileged artificial “people” to order https://www.reuters.com/article/2011/06/28/us-usa-shell-companies-idUSTRE75R20Z20110628/

#15yrsago Publishing in the Internet era: connecting audiences and works https://www.theguardian.com/technology/2011/jun/30/publishers-internet-changing-role?utm_source=twitterfeed&utm_medium=twitter

#15yrsago Why writers should have their own domains https://whatever.scalzi.com/2011/06/29/mastering-ones-own-domain-an-no-this-is-not-a-seinfeld-reference/

#15yrsago Copyright troll’s biggest fan commits terminal irony https://www.eff.org/deeplinks/2011/06/righthaven-cheerleader-wanted-irony-police

#10yrsago Mississippi state rep tells distraught mom to buy kid’s lifesaving meds ‘with money she earns’ https://www.sunherald.com/news/local/counties/jackson-county/article86416087.html

#10yrsago Always-on CCTVs with no effective security harnessed into massive, unstoppable botnet https://arstechnica.com/information-technology/2016/06/large-botnet-of-cctv-devices-knock-the-snot-out-of-jewelry-website/

#10yrsago Gun-waving cop who attacked black teenaged girl in her bathing suit faces no charges https://web.archive.org/web/20160624103549/http://dfw.cbslocal.com/2016/06/23/grand-jury-no-bills-former-mckinney-pool-party-cop/

#10yrsago The Olympics are profitable for every host city (that lies about the numbers) https://timharford.com/2016/06/how-do-you-make-the-olympics-pay-fudge-the-figures/

#10yrsago Healthcare workers prioritize helping people over information security (disaster ensues) https://www.cs.dartmouth.edu/~sws/pubs/ksbk15-draft.pdf

#10yrsago Fansmitter: malware that exfiltrates data from airgapped computers by varying the sound of their fans https://www.youtube.com/watch?v=3GCHCVpndaM

#10yrsago Labour’s knives come out for Corbyn, but he’s guaranteed a spot on the ballot https://www.politico.eu/article/inside-account-of-labour-mps-attacks-on-jeremy-corbyn-shadow-cabinet-resignations-brexit/

#10yrsago Hope Larson’s “Compass South”: swashbuckling YA graphic novel https://memex.craphound.com/2016/06/28/hope-larsons-compass-south-swashbuckling-ya-graphic-novel/

#10yrsago How to Break Open the Web: a report on the first Decentralized Web Summit https://www.fastcompany.com/3061357/the-web-decentralized-distributed-open

#10yrsago Californians will get to vote on legal recreational weed https://web.archive.org/web/20160629130245/http://abcnews.go.com/US/wireStory/voters-decide-legalize-recreational-marijuana-40206739

#10yrsago Bernie Sanders on Brexit: urgent lessons for the Democrats https://www.nytimes.com/2016/06/29/opinion/campaign-stops/bernie-sanders-democrats-need-to-wake-up.html

#10yrsago Electoral fraud: Trump sends fundraiser emails to foreign politicians https://www.cnet.com/culture/trump-spams-foreign-politicians-with-fundraising-emails/#ftag=CAD590a51e

#10yrsago The Perdition Score: Sandman Slim vs the One Percent https://memex.craphound.com/2016/06/29/the-perdition-score-sandman-slim-vs-the-one-percent/

#5yrsago Intuit sabotages the Child Tax Credit https://pluralistic.net/2021/06/29/three-times-is-enemy-action/#ctc

#5yrsago SCOTUS to wrongfully accused terrorists: "drop dead" https://pluralistic.net/2021/06/29/three-times-is-enemy-action/#transunion

#5yrsago Lazy Congress only schedules 9 days' work this summer https://pluralistic.net/2021/06/28/dubious-quant-residue/#back-to-work-you

#1yrago Antitrust defies politics' law of gravity https://pluralistic.net/2025/06/28/mamdani/#trustbusting

Upcoming appearances (permalink)

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A screenshot of me at my desk, doing a livecast.

Recent appearances (permalink)


A grid of my books with Will Stahle covers..

Latest books (permalink)


A cardboard book box with the Macmillan logo.

Upcoming books (permalink)

  • "The Post-American Internet," a geopolitical sequel of sorts to Enshittification, Farrar, Straus and Giroux, 2027

  • "Unauthorized Bread": a middle-grades graphic novel adapted from my novella about refugees, toasters and DRM, FirstSecond, April 20, 2027

  • "Enshittification, Why Everything Suddenly Got Worse and What to Do About It" (the graphic novel), Firstsecond, 2027

  • "The Memex Method," Farrar, Straus, Giroux, 2027


Colophon (permalink)

Today's top sources:

Currently writing: "The Post-American Internet," a sequel to "Enshittification," about the better world the rest of us get to have now that Trump has torched America. Fourth draft completed. Submitted to editor.

  • A Little Brother short story about DIY insulin PLANNING

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