I can never find it now, but someone had an idea for a computing system which was purely temporal for every object and then you'd only access outside of temporal by filter.
The problem seems apparent to me. Google has a monopoly on websites being able to promote themselves.
There are plenty of other channels, but none with remotely the reach or trust of the US's overwhelmingly dominant search engine.
By dint of this fact, they can steal the content of those who actually produced it. What are you going to do, deindex your site? That's death, because Google is a monopoly.
In the short term it seems good for the end user. But in the long term, Google having a monopoly on distributing the world's information seems like an obvious threat.