The question is not how they are generated now, the question is how they should be generated if the interests of both buyer and seller in making successful deal

The question is not how they are generated now, the question is how they should be generated if the interests of both buyer and seller in making successful deal, and not the parasites in sucking off transaction costs and extracting rent by gatewaying access. When I'm shopping for something, search results are useful for me, but dozens of intermediaries that intervene in the process usually aren't. Actually, they often make it worse - e.g. when I am shopping for insurance, it's super-hard to find a site that gives you just straight competitive quotes, instead of collecting all your private info, reselling it to 20 other parasites, and then dumping you on a generic landing page of a provider telling you "call our 1-800 number and we'll give you best quote ever!". There's literally negative value in that - I wasted my time and got nothing. Nobody is better from the existence of these parasites - not me, not the insurer (I could call the 1-800 number before, and at least I wouldn't be pissed off like I am after dealing with the parasites).