Agreed. Entrepreneurs always see opportunity in disruption, because you can always rebuild something better. Just don't @ me too hard for pointing out that the disruption is real and will affect the ecosystem (including startups!) as it is today.
It's certainly possible new channels emerge to restore equilibrium, but I don't see Neeva (or whoever) replacing Google as a customer acquisition channel any time soon.
I think people are misconstruing me here. I'm not saying Google advertising is somehow fundamentally necessary to the economy. I'm just saying that it is straight up incorrect to think that there aren't legitimate downsides to removing their ability to police fraud.
Let's say you're a startup trying to advertise on Google, and somebody has paid a bot network to fraudulently click on your ads. Now Google can't detect that those clicks are fraudulent, so you're billed for them.
Your channel efficiency unavoidably goes down, which increases your cost of customer acquisition because your other channels cannot pick up all of the slack.
Increasing the cost of customer acquisition is going to be bad for your business. You will either need to reduce costs (by hiring less, for example), or increase your prices.
https://en.wikipedia.org/wiki/Retrotransposon
The injection is important, however, as it gets the genetic material past a whole lot of nucleases that cover your epithelia.