I wonder if search engines linked to human-use-case engines (e.g. google/bing) start at a disadvantage because they have been historically incentivized to break

I wonder if search engines linked to human-use-case engines (e.g. google/bing) start at a disadvantage because they have been historically incentivized to break themselves to support their business models? It seems reasonable to suppose that "good at selling ads" ≠ "good at finding results".