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I’ve come to think LLMs/GPTs/whatever are a threat to conventional search engines because the modern web is an unbelievably annoying dumpster fire. They don’t really provide better or faster answers, what they provide is an experience that is not a complete pain in the ass. This frog has been simmering for a long while now and we’re so used to it that seeing literally anything else seems revolutionary. You visit a website and need to dismiss a cookie policy notification, a request to show popups, a request to know your location, an invitation to subscribe to a newsletter, a sales rep wants to have a chat with you, then you get random layout shifts for several minutes as all the ad auctions finish, and then just as you’re ready to read the content the website crashes and reloads and the circus starts over again.