If you search for Hello Fresh, you'll get a Hello Fresh ad offering 14 free meals. If you search for Blue Apron, you'll get a Hello Fresh ad for 16 free meals.

If you search for Hello Fresh, you'll get a Hello Fresh ad offering 14 free meals. If you search for Blue Apron, you'll get a Hello Fresh ad for 16 free meals. Firms are willing to spend more to win incremental business from a competitor, and consumers benefit. Now you could argue that the search engine should show organic results to help the consumer get the best deal, and I would agree with you.