You either play the Organic SEO game or you Pay to Play (Ads). Google as a search engine is now useless when it comes to searching for a tool/software etc because everyone has gamed the "Best software for xyz" etc. But what's the alternative ? None. There are these "review" websites like Capterra/Software Advice/G2 and again you have to pay to play. You can technically get a review from a customer and get listed BUT…
There are plenty of searches where I want to find what real people are thinking, not what some company's article says. This kind of thing could easily be crowd-sourced a la SponsorBlock.