Correct. But you can use techniques, to reduce bias. And not use others, notably tracking, so eliminating what can be bias or perhaps better put influence.
Besides that the bias of publishers and platforms matters less the more diversity we have. We have many news publishers for example, but in search the dominance of Google means we have little diversity.
I don't think big companies do such "deliberately" (in the sense that a human made the explicit decision to do it). But when there is a certain behavior that performs better in practice, then such behavior will proliferate.
I say, that when the effect is known, and the company chooses not to reduce it, they are acting deliberately. The purpose of a system is what it does.
I agree, that the relation between the effect and the specific behavior may not be obvious, as you pointed out ("Managing bias is a wildly difficult..."). But it seems that google does not even acknowledge, that this effect exists [1].
Beside the intention, I think the more interesting questions would be:
Do the induce such a bias (deliberately or not)? Do the induce any bias at all?
[1] https://www.politico.com/magazine/story/2015/08/google-2016-...