In a way this is cutting out the middleman, or dogfooding of their page ranking technology. Search has been compromised so much by SEO games that the thing tha

In a way this is cutting out the middleman, or dogfooding of their page ranking technology. Search has been compromised so much by SEO games that the thing that ranks is essentially the king of the spam hill. By inserting the output of the apex spam machine into the SERP Microsoft is saving themselves the headache of scraping all that content and figuring out who has the best spam themselves. Might as well make it yourself. They already know, more or less, what should do the best. So why not supply your own spam to a market you utterly control? The outcome is the same. Naturally this is depressing, but it makes sense. The only real alternative is human-curated aggregations with trust networks.