Because google's search engine is still better than all of its current competitors and the barriers to entry are extremely high.
A lot of it started happening when they took away the ability to search for exact terms, etc.
You can still do this. Put quotes around the terms.
But that's it, it was just "there" near the bottom. They put in all this fancy AI understanding and ML and NLP effort but when I go out of my way to tell the search that "this word right here is super important and critical", they just go ahead and append "page.includes(word)" as a filter to their super algorithm. Instead of using that signal to drive the search. No better than when sites used to stuff their html pages with keywords to trick search engines.
#grumpy