There's been a two pronged assault on it over the years.
Mostly from websites doing anything to spam up the results via SEO and mass produced articles about product recommendations, that are little more than the top 10 selling items of that type on Amazon along with affiliate links.
But also from within as Google morphed from a search company to an advertising company. Especially once they reached peak saturation and that all important growth must continue. I just don't think the capitalism machine works for these tech corporations once they reach the size of Google. How do you even grow from there? Enshittification and eating yourself is the only possible outcome.
Well any political choice will increase the wealth of the billionaire class in general. Any candidate that is a threat to that will be smeared to dust before they get anywhere near power.
But Musk is going for the more direct approach, and tbh I think the second Trump gets power again he'll have no need for Musk and will treat him like the parasite he is. He's certainly done that before.