The democratizing march of technology. Once the exclusive domain of tech giants, now even small businesses can integrate this service and attempt to sell fridges to customers who have recently bought a fridge.
More insidiously - why not offer a higher price on graham crackers if they seek them out on their own? They’ve already made a decision.
More or less the same tactic Amazon used for search results: Return useful/functional results for a few years to train you users to trust what is near the top, then start putting promoted products at or near the top and generally ordering the search by what increases your revenue the most, rather than for any user-oriented goal, AKA "sort by relevance".
Also the same thing Amazon did with prices in general, get people used to thinking you're the market with the best price/deal, etc.