It has been infinite scroll for a while for me, which was fine but seems like they did that just to pave way for their second trick: displaying ads interspersed

It has been infinite scroll for a while for me, which was fine but seems like they did that just to pave way for their second trick: displaying ads interspersed with actual results. IMO the only things distinguishing ads from actual results now is a small "Ad" label. Previously the placement also used to be an indicator, where by muscle memory you'd typically skip first few results. Few bad quarters and I am sure some PM at Google will write a brief for A/B testing removal of Ad label