Google Declaring War on the Web

I've seen the kind of effect a bit with hotels - hotels, booking.com etc, and Google all want to make money but customers tend to google 'hotels in' wherever and Google sells ads against that to the highest bidder which ends up pocketing most of the profits.

It may seem that way in the short term. But in the long term, the tendency in technical development is for the infrastructure and capital requirements for new technology to start off very high, but then shrink over time, such that use cases that required massive amounts of upfront investment in the early stages become incrementally more viable at smaller and smaller scales.

People were saying the same things about computers in general in the 1960s as they are about GenAI now. That was an era when computer technology itself had developed to a point when it was economically impactful, but still only affordable to large institutions. People making predictions that increasing use of computers would lead to massive centralization of economic and cultural power didn't predict that merely twenty years later, computing power equivalent to contemporary mainframes would be available in a convenient desktop box available at a local shop to any individual or main-street business that cared to buy one.

The widespread availability of computing technology from the '80s to present actually had the opposite effect, and led to quite a bit of decentralization, as enterprising individuals and new startups started applying that technology to do at small scales what only large enterprises could do before. In fact, a lot of the reaction to AI in its current stage may actually be because it's disrupting the expectation of decentralization and autonomy over our technology that the personal computing revolution established in the first place.

Like most new technologies, GenAI in its initial stages has required massive infrastructure investments that have led to the early iterations being offered by centralized institutions, but that might not last. Open-source AI models are approaching the capabilities that the big players' frontier models had arrived at only a couple of years ago.

In 2026, we're already at the point where local inference is economically viable for commercial use cases -- at my own company, while we do use our Claude Enterprise account for a variety of use cases, it turned out to make much more sense in terms of both cost and risk exposure to instead process certain datasets (e.g. a large volume of phone recordings containing PII) with local models running on commodity GPUs. That proved to be entirely effective, and the one-time hardware investment (which created a bookable asset for the company) turned out to be less than the cost of running the same task on Claude (which would have been pure OpEx).

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> It all remains free, but you need to email me for a username and password.

That also creates friction for new users, discoverability issues, and additional privacy concerns for people wanting to access your content.

> I had a look for ways to indicate to AI companies to remove my content.

Even the ones that do provide attribution and links back to the original source? Perplexity does a good job of that, for example.

> As a consequence of putting up a username/password wall, Google has profoundly de-ranked the site, and I believe it is basically not being found on search any more.

Well, yeah, if you're blocking the content from being accessed without a login, you're blocking it from being indexed by search engines.

I guess I'm a little confused as to what your ultimate goal is. If you're putting content up on the web for free, what are you gaining by blocking AI from indexing it, especially when you're blocking actual users, whether they discover it via AI or traditional search?

I understand the frustration at seeing AI tools digest your content and then repeat to users without connecting it back to your site. But that's something that other people have always been doing independently of AI -- people read articles, learn facts or understand new ideas from them, and then incorporate them into their general assumptions to be expressed in their own work without necessarily acknowledging, or even recalling, where the underlying information that informed their thinking came from. People have been writing articles and producing various forms of media content that are inspired by other people's unattributed work since time immemorial.

Yes, AI accelerates that process and makes it more visible to you, so I understand where the frustration is coming from. But consider that the expectation that everything that happens downstream of your work will always be attributable back to you may never have been a reasonable one in the first place.