While I hate this tactic of pushing monetization more obviously down our throats, what real option do they have? Amazon has slowly been eating their lunch in terms of product sales (heck, they even piggy back off of Google Ads and rake higher margins) and people are willingly telling Facebook what they like and dislike, so it seems that the end is nigh for advertiser spend primarily going to Google Search based ads. In this case, the pie of "eyeballs" getting bigger, advertiser spend isn't rising commensurately, and neither Google Search's share (they're both still rising, hence Google's recent stock boom). I'm not saying I have an answer, but nobody is really providing a viable alternative for them.