The problem is that this is subjective and would need to be automated somehow. I think Google's original sin here is making the ads look so much like organic search results. Someone placing an ad against a competitors brand name would not be a huge issue if organic results were still front and centre like in the "good old days" of early 2000s Google.

More generally though, if you paid for an advertisement and the natural search result has you first anyway, then you should not be charged for any clicks to this advertisement.

Or Google, one of the wealthiest companies on the face of the planet, could hire some staff to handle this.

Of course Google wouldn't give that data out as then many companies wouldn't need to advertise at all to get top billing.

The simple solution is that your paid advertisements are free if it gets clicked when you're the top result anyway. That way it doesn't cost the brand any money to bid on advertisements for their own brand.