I feel like this is just because they are directly addressing the webmaster who think in terms of SEO and relative rankings. On the individual level they are tr

I feel like this is just because they are directly addressing the webmaster who think in terms of SEO and relative rankings. On the individual level they are trying to "perform". To take your example for the seller of a specific brand of product you couldn't find. It might be a problem with their location or branding. In that case it seems like it makes sense? You are the search algorithm they are trying to game.