I definitely dont share this author’s techno-optimism but I would agree with that one line about generative AI being a potential solution to the deterioration of traditional SEO-based search. For certain queries, AI is already a faster and less annoying way of reaching the relevant information. Some models are able to provide referencing upon request too. I’m sure there are more ethical ways of improving search results (Kagi’s user-funded search comes to mind) but AI is ultimately going to be the method tbat is pushed to the majority of people.