It's quite easy: Google giving better results than the minimum needed to make sure users don't switch is detrimental to its ads revenue. If you look at how man

It's quite easy: Google giving better results than the minimum needed to make sure users don't switch is detrimental to its ads revenue. If you look at how many people are working on search at Google, it's just a small part at this point, vast amount of people at Google work on different ways of monetizing it.