I don't think it can. What would the financial motive be? With Google it is more ads with Adsense on their crappy SEO site. With Kagi, we actively downrank such sites out of existance.
SEO also has the purpose to rank your website high so that you can sell your products. A huge part of the internet has nothing to do with ads, but businesses selling their products and services
The financial motive is to get people looking at your website so you can sell things. SEO has always been an arms race, and I don't see how it can not be that. Occasionally there's a paradigm shift that causes one side to get massively ahead (e.g. the original Pagerank). But eventually things settle back down.