I think the bottom line (profit) inversely correlates with the quality of search results. I've been using phind.com lately and it seems there can be search without junk even in this age.
Google has lots of people tagging search rankings, which is very similar with RLHF ranking responses from LLMs. It's interesting that using LLMs with RLHF it is possible to de-junk the search results. RLHF is great for this task, as evidenced by its effect on LLMs.