Right, but I think that buying an ad for a competitor's product would generally be a fairly low-value opportunity (if you're searching "Rav4" you'd most likely be looking to click on a site related to a Rav4), particularly if ads are clearly demarcated.

But, because ads now look organic, there's an increased chance that someone will click on it, so because of that UI change on Google's part, people now have to spend more on ads.

I'm not sure about the low value. If I'm searching for a Rav4, it probably behooves other makers of small SUV models--or even substitutes like a Suburu Outback--to help plant a seed about the other options out there just in case you're not thinking that way.