> When it says "sponsored" in bold text, prominently displayed right at the top of the result, you know it's an ad.

Prominently? Bold text?

Here's how they repeatedly made ads indistinguishable from search results: https://atechnocratblog.wordpress.com/2016/07/26/color-fade-...

Or this: https://twitter.com/garybernhardt/status/1648496387640938496

To quote from the above, here's what they said in the beginning: "we expect that advertising funded search engines will be inherently biased towards the advertisers and away from the needs of the consumers"