This is also a big driver of needing to purchase ads for yourself on your own brand name. If your users are searching for your site on Google in order to log in

This is also a big driver of needing to purchase ads for yourself on your own brand name. If your users are searching for your site on Google in order to log in (which is depressingly common), you don't want to cede the top search result to a competitor in case someone is feeling adventurous that day. It's a real racket. A search provider that had its users' interests at heart would reserve the top result spot for the best organic search result, not an ad. Even if ads are #2-5, the top result should be what the user searched for.