What if they actually disclosed the CPC or CPA value? I know a lot of the big-money keywords used to be things like lead-gen arbitrage in the legal and financ

What if they actually disclosed the CPC or CPA value? I know a lot of the big-money keywords used to be things like lead-gen arbitrage in the legal and financial sector. If someone is searching for "life insurance quotes" and they see that the top advertiser is some comparison-shopping site paying $50 per click, will they still think of them as an unbiased referral service, or someone who has to bury that $50 cost somewhere?