No it absolutely doesn't "scream spam" at all. You're just seeing it through 2020s eyes where you assume any site claiming to do price comparisons of broad cate

No it absolutely doesn't "scream spam" at all. You're just seeing it through 2020s eyes where you assume any site claiming to do price comparisons of broad categories of product couldn't possibly be accurate, impartial, human-curated/checked, not be gamed, swayed by fake/paid reviews, compensated under-the-table or biased by affiliate commissions etc. You're forgetting very quickly that back in 2006, ~88% of search results were organic and only 12% paid. Things have changed quite quickly.