Because if Coral doesn't buy the ad that shows up when people search for "coral" one of their competitors might. "Looking for Coral? Try our better intimacy app

Because if Coral doesn't buy the ad that shows up when people search for "coral" one of their competitors might. "Looking for Coral? Try our better intimacy app instead!" Some people will also click on the ad result instead of the actual search result, resulting in Apple/Google earning some money for the click.