I'm yet to have the 'wow' moment from any recommendation service.... Netflix, Amazon, Deliveroo... At best I get the 'meh why not'. It's obviously a hard problem to solve.
Or maybe that is not the problem they are trying to solve. They optimize to sell as much as possible, not to get you the best experience.
It's like asking for the most shopped articles that are the ones farther away. Is it difficult to design better supermarkets? Or are they just optimizing for you to spend more time and money inside?
Something like Amazon gets very little signal after you bought something whether you really liked it or not.