Relevant: Sundar Pichai recently gave an interview to The Verge, full transcript here:
https://www.theverge.com/decoder-podcast-with-nilay-patel/67...> You’re always going to have areas where people are robustly debating value exchanges, etc., like app developers and platforms. That’s not on the web, etc. There’s always going to be — when you’re running a platform — these debates. I would challenge, I think more than any other company, we prioritize sending traffic to the web. No one sends traffic to the web in the way we do. I look at other companies, newer emerging companies, where they openly talk about it as something they’re not going to do. We are the only ones who make it a high priority, agonize, and so on. We’ll engage, and we’ve always engaged.
> There are going to be debates through it all, but we are committed to, I’ve said this before, everything we do across all... You will see us five years from now sending a lot of traffic out to the web. I think that’s the product direction we are committed to. I think it’s what users look for when they come to Google, and the nature of it will evolve. But I am confident that that’s the direction we’ll continue taking.
Sounds like he wants to be nice with publishers and direct traffic to them like "for over 25 years" (a phrase he used many times in the interview), but it remains to be see what their action is.