Like before search engines you wanted to be a web page with a recipe for chocolate cake, and you could monetize the value of that recipe with ads.

Then search engines existed and people spent part of their time on the search engine rather than the web page, extracting value there (and possibly redirecting away from your particular chocolate cake tecipe) AI summaries means it is very hard to extract value further down the value chain; neither the search engine nor no recipe website will get as much traffic as the AI summary.

So if people habitually type Google.com and habitually use their AI (or ChatGPT for that matter) there’s no money in being the website that has the info, and the only way to get ahead of all that would be to be native in browser deciding where you go.