You discover it because its going viral already on your ads and feeds

Or the search query you did use was shared to the data broker and now whats going viral to you already matches what you would have looked for

Not advocating for this, it also drives traffic and is whats happening right now

Its not important that rentpath or some other service you never heard of was what you picked, only their ad spend and ongoing virality is important as they rely on a predicted distribution of the population to be shown their service and click through