Earlier quoted context omitted.
Google got where it was by being the best at finding what you wanted. I remember those days. Google has a hard time getting me what I want these days, and sites I do find do things to get found that make me like content a lot less (that's you, inane story on top of every recipe required to get ranked)
Their A/B test told them to do it, without wondering if they should do it Basically their engagement numbers were better for a larger amount of people by making search engines counterintuitive for early adopters. We personally need a good robotic search engine that indexes like a robot. Everyone else needs a semi-sentient thing that makes many assumptions about what they want to see.
Which also makes sense ... if you present the "right" result immediately, the user visits one site and has completed whatever he sought to do. if you make him click through 10 pages, he has way more chances to see an interesting ad.