I am old enough to remember a brief period where search engine ads were sometimes helpful because you could search for a thing and get an ad for a thing and click and buy a thing. That went away quickly once the optimizers discovered they could earn money by SEO-maxing, charging the premium and then just ship you somebody else's goods and make you pay for the whole thing and their profits. And it became the red queen game, where if you don't SEO-max, nobody is even going to know you existed.