"For most of its history, Google operated in a virtuous cycle with publishers whereby they allowed Google to crawl their sites and Google located audiences and connected them with the pages on those sites. Today, that cycle has turned vicious, with Google acting as a parasite that extracts value from the web's publishers and offers nothing in return. This is entirely in keeping with the enshittification hypothesis: that once a platform is liberated from the disciplining forces of competition, regulation, labor and interoperability, it will squeeze its suppliers and users and harvest all the value for itself" https://pluralistic.net/2026/10/20/main-character-syndrome/