Patch Notes #246 — The Search Wars Reboot
Today Microsoft announced the new Bing, GPT-4-class model (they’re cagey on the version) wired into web search, chat-first, launched with Satya Nadella explicitly taunting the incumbent: “I want people to know we made them dance.” Google, visibly dancing, pre-announced Bard the day before via blog post, with a public demo scheduled tomorrow. The principal-file read of the strategic board: search is a ~$150B margin fortress defended by defaults (that old doctrine, the Apple default payment is the moat), and conversational answers threaten the fortress’s economics more than its quality (an answer engine that answers doesn’t serve ten blue links’ worth of ads; Microsoft, holding ~3% share, can afford to burn the margin model that Google must defend, the classic innovator’s-dilemma geometry, except the disruptor is a $2T incumbent from the adjacent fortress). The Azure-exclusivity clause now reads as what it was: the distribution weapon, pre-positioned. ...