Three weeks into the New Year and Google has been mostly quiet, with the exception of the hounded and outraged who lost in the most recent updates which may well have been upgrades. Google has undergone several fundamental changes in the past year, the greatest of which are affected by AI. Today we talk about those changes in Google search itself and in the business of being Google. Is Google getting worse? It depends. On one hand, a recent German study suggests it might be, while on the other anecdotal evidence suggests spammy content are declining and ultralow quality pages are falling from the SERPs. How is the Search Generative Experience affecting searchers and the world's search engine of choice? Again, it depends. Folks love complaining about craptastic Google quality and Bing can only increase its market share by less than 2%, even after introducing ChatGPT's Copilot. If you ever got the feeling explaining SGE to your clients is as absurd as detailing most Seth Rogan Experiences, this is the show for you.