Attention systems collapse fastest when they work perfectly, because perfection means the intermediary becomes invisible and therefore removable.
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W44
The Signal
When algorithms starve platforms
Observation
Google's AI is eating Reddit's traffic without feeding it back.
The machine learning systems designed to answer questions directly are now doing the thing search engines were built to prevent—intercepting the journey between curiosity and destination. Reddit's traffic dropped over one million monthly users in October alone, not because people stopped searching, but because they stopped arriving. The same companies that built their empires on routing attention to publishers are now building systems that consume the content and dispense the answer without the click.
Key Insights
1
When a platform's entire business model depends on being the necessary middle step between a question and its answer, any system that answers the question first becomes an existential threat, regardless of how well-intentioned or accurate it is.
2
Reddit discovered what every publisher will discover in the next eighteen months: being useful to Google's AI training pipeline is not the same as being useful to Google's business model. The value extraction and the value destruction happen simultaneously, one layer apart.
3
The companies with the most leverage over attention—Google, OpenAI, anthropic—are now positioned to become the final destination instead of the gateway, which means the next five years will separate content creators who can exist independent of platform distribution from those who cannot.