On the other hand, this is how companies fall. In my area, many small businesses are foregoing Google entirely. SEO is expensive and complicated, and so are websites, map prominence, and most of the things Google sells. They're not worth the investment.
Mostly, companies are shifting toward Meta products, so it's not as though everything is hunky dory (want to know when that hip new boutique is open? Don't bother with the web search, just look up their Instagram). There is a very real threat of collapse if Google keeps up the antics.