That was always part of the enshittification formula. The final stage after exploiting users is to exploit business customers to the breaking point.

https://pluralistic.net/2023/01/21/potemkin-ai/#hey-guys

Gulf War: 1990-1991

Idiocracy: 2006

You may be thinking of the sequel, Gulf War II

I agree in general, but search feels like an odd example. That space has been dominated by ad companies since even before the internet (e.g., Yellow Pages).

Came for the decentralization, stayed for the nonconsensual lemon party redirects.