I don't think you put much thought into the article before you carelessly bandied about the phrase "Thoughtless take."

You certainly didn't read it in much depth. The author is talking about search ads explicitly and narrowly within a category where Amazon has plenty of signals it could use to steer customers towards the highest satisfaction product.

If you make a new better product, advertise everywhere you want. And if Amazon took seriously its customer obsession, it would start driving people towards your product if it was better. Not because you paid them to.