My hot take on that is it's more profitable not to. There was a time that "I'm feeling lucky" worked well because Google would often answer your query with the

My hot take on that is it's more profitable not to. There was a time that "I'm feeling lucky" worked well because Google would often answer your query with the first result. But now, you often have to click through a few results, tweak your query, etc to answer your question. This almost always means more ad impressions delivered per query. Delivering better search would mean delivering less ads, and that's the metric they value more. I very much doubt it's a performance thing, because they already do personalized search based on account, location, etc, so it's not like it'd add any meaningful overhead.