I secondarily wonder how an LLM solves the trust problem in Web search. What's traditionally solved (and now gamed) through PageRank. It doesn't seem ChatGPT is easily fooled by Spam as direct search.
How much is Bing (or whatever the search engine is) getting better? vs how much are LLMs better at knowing what a good result is for a query?
Or perhaps it has to do with the richer questions that get asked to chat vs search?