After cranking out three monographs about the Google between 2004 and 2009, it is pretty clear that the Google is falling victim to flawed reproduction of its own DNA. The death of the Alphabet Google will come from within the company itself.
Do you remember Eugene Garfield? He was the go to person in the field of citation analysis. The jargon attached to his figuring out how to identify who cited what journal article snagged old school jargon like bibliometrics. Dr. Garfield founded the Institute for Scientific Information. He sold ISI to Thomson (now Thomson Reuters) in 1992. I mention this because this write up explains an “innovation” which strikes me as recycled Garfield.