Anyone get the sense that Google and the tech platforms are trying to herd us? 

Google destroyed small sites and niche publishers, sending us to social platforms and video if we want to stay afloat. Now TikTok is on the block, which pushes those creators toward YouTube. 

That leaves search the playground of big brands and big publishers, which Google has smacked into behaving through the site reputation abuse update. 

We’re all in our places with bright shiny faces? Perhaps. 

Or, more likely, we’re all in our chutes being corralled toward the abattoir to make room for AI.