They had to make this change because they increased the number of ads. If the result is paginated, a high percentage of links in the first page would be ads. With infinite scroll that's not a problem because there are an infinite number of links on "the first page".
Overall, Google has turned up the number of ads. Not just in search, but also in YouTube and also in Gmail. In YouTube, you didn't have ads in low-view-count videos. Now they have ads in all videos, whether the video owner turned it on or not. In Gmail, in the Promotions tab, only the top couple of items were ads, now there are ads interspersed with the rest of the mails.
Increasing revenue by turning up the volume of ads is very short sighted. Personally, I find Google properties less interesting now, and it is tarnishing the Google brand. So why are they doing this? Perhaps they need to fill a revenue shortfall caused by ChatGPT?
Overall, Google has turned up the number of ads. Not just in search, but also in YouTube and also in Gmail. In YouTube, you didn't have ads in low-view-count videos. Now they have ads in all videos, whether the video owner turned it on or not. In Gmail, in the Promotions tab, only the top couple of items were ads, now there are ads interspersed with the rest of the mails.
Increasing revenue by turning up the volume of ads is very short sighted. Personally, I find Google properties less interesting now, and it is tarnishing the Google brand. So why are they doing this? Perhaps they need to fill a revenue shortfall caused by ChatGPT?