Intuit (owner of TurboTax) was sued over this because they had some of the darkest patterns imaginable around FreeFile. They blocked search engines from finding

Intuit (owner of TurboTax) was sued over this because they had some of the darkest patterns imaginable around FreeFile. They blocked search engines from finding it using robots.txt. They would show a page where only 1 tiny link brought you to the free site, while all others switched you back to the paid one. Pro Publica did some excellent reporting on this in 2019 and they seem to have made it one of their pet projects.