Earlier quoted context omitted.
Because ad click through rates are so low and the signal is so incredibly sparse. It's all measured against a test set which the researchers rarely look at directly (because the data set is so large). So if something lifts ad vlicks by 1% and that's from 100 in 10k to 101 in 10k, they don't really care if 9k of the ads get appreciably dumber.
> they don't really care if 9k of the ads get appreciably dumber. But maybe they should. The recipients of those 9,000 ads are being trained to ignore the recommendations because they’re so useless, and may continue to ignore its suggestions even after it improves. Likewise, a few clueless recommendations can “spoil” good ones shown at the same time. None of this shows up in the test set, of course, but people tend t…
How can you be sure that "random" untargeted ads don't have just as bad of an effect? Ultimately Amazon can see the numbers and we can't, and they made their decision based on that. It's pointless to argue over theories without data.