Earlier quoted context omitted.
Because its cover to allow them to subsume content and serve it solely from google.com, and deny the originating page any traffic or recognition, or swap it out transparently when they feel like it. This is literally already happening with the info sidebar, the reason signed exchanges matter is so they can throw up the smokescreen about how its cryptographically verified to come from the original page, so why are peo…
> swap it out transparently > cryptographically verified to come from the original page Elaborate.
There will be no obvious distinction between a search result and google's own website, even though the "portals" will be showing cryptographically signed content (which will almost certainly be in a super restricted AMP-esque format that denies sites much control besides what the text says)
If google swaps one result for another, 95% of users wont even notice.