In hindsight, I find it hard not to feel complicit, having invited friends and family to Gmail back in the day when invites were a thing. I had actually believed Google's "don't be evil" line, when it launched what was a brilliant stripped-down search product. (And yes, I defected from AltaVista with the crowd. Oh, how I miss case-sensitive queries; how I miss all those relevant results.) I was far too gullible.
The web has changed. If you look at page rank, it is basically a random walk of the internet and most visited locations get the highest rank.
Today you simply cannot trust websites to link to content just for the love of sharing good content. You can’t even trust webpages to be relevant to the keywords they write in their content. You can’t even trust them to show the same content to search engines as they show to regular users.
A modern search engine has an adverse relationship to the pages it is indexing. In the good old days they had a trusting relationship.