There's a stark difference if you try to search for something where Google can net a big cut of the outcome. Try searching for "vegas hotels". Once upon a time, google returned a healthy mix of results that directly benefited them, and ones that didn't.
Here's the portion of the page (yellow rectangle) that now appears to be presented to actually help visitors, and not directly pay Google: https://imgur.com/a/hAFas On my PC, you have to scroll down 2 pages to see that.