An easy way to see how a "search engine" has become "vague recommendation engine" is to take a distinctive phrase from one of its results, put it in quotes, and see if it manages to find that page again. Often, it doesn't.
that's an excellent verifiable test! I've been struggling to articulate the behavior too, advertisements and slanted search results have effectively gotten in-between my information retrieval and being steered to products and services. It's so hard to find what I'm looking for a times I often just give up and move onto something else.