"list of categories we’re using: animals, arts, autos, business, career, education, fashion, finance, food, government, health, hobbies, home, inconclusive, news, real estate, society, sports, tech and travel." "This helps us [...] providing a browsing experience that is more tailored to your needs" How would my browsing experience be different in any of the categories? Unless it's about showing me ads yet again.
If the categories were things like "using search as the most convenient way to find a well-known website", "entering a term that's likely to appear in a news headline", and "asking a fully-formed question", I'd find the claim that this is about ways to make a better "browser experience" more convincing.