Enrique Dans's article argues that Google's reliance on targeted advertising and inefficient AI investments are making its business model obsolete. 

The piece suggests Google faces regulatory pressure, growing competition, and user fatigue with its advertising practices. 

Dans contends that Google's failure to innovate and adapt, reminiscent of the dot-com bubble, puts the company at risk of becoming irrelevant. He asserts that Google needs a new business model that moves beyond advertising to avoid obsolescence. 

The author implies that Google is approaching a point where it will be difficult to recover.

This article is also available in English on my Medium page, «Google’s outdated business model could soon consign it to history«