My issue with it all is that everything becomes more annoying. Years ago I could search for something, and quickly find the information I wanted. Now the search is monetized, and the page it’s searching is monetized. So if I’m looking for something, it feels like I have to go swimming for it.

Combine that with the fact that I can be a bit of a curmudgeon. When I see an ad for something I searched to find reviews on, the odds are I won’t buy it. Or if I’m going to buy it anyway, it will NOT be from the company that did the personalized ad.

But the monetizing of search will be what eventually kills google. Frankly, I’m surprised they have been on top this long. The harder it gets to find the actual info you want will lead to an alternative eventually. It always does. Frustrate your users, and eventually they leave.