Of course, the title is a bit misleading. For Alphabet to collapse, many, many things must go wrong. But this article is very interesting with regards to search, and this indeed might be a good source to understand threats to Google's still most important business. "Search/Intentional" vs. "Discovery" is one of my major storylines when I try to explain the dynamics of digital businesses, and this article builds on this very basic thought. Longer read, but very insightful.