and if one wants to experience real search results difference, just switch back to, say, duckduckgo for a bit, and see how many times you just end up giving up and googling stuff instead.
My perception is that search queries need to be much more specific in order to avoid SEO trash as well. It used to be fairly common to find special interest forums when looking for product reviews. Now the first page is almost exclusively auto-generated spam sites referral linking to Amazon product pages. Adding "Reddit" sometimes provides helpful advice but there's often a lack of in depth insight that was present before.
So what was relatively relevant back then is now irrelevant to a general audience and as a result has been pushed back. You could argue Google should bias search much more towards individual history but that has its own pitfalls, both in terms of results and privacy wise.
Basically blame your fellow searchers for clicking and wanting big brand stuff, Google just gives you what the internet considers relevant.
If I was trying to cater to a broader set of use cases and users, I'd probably have more of Google's problems as a result.
This cost many minutes most times and is seriously annoying because the search engine ignores me and lies to me.
Machines shouldn't do that.