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Yeah, it's convinced that it's Google Lens:

> what's your name?

> My name is Google Lens, and I am an image recognition technology developed by Google [...]

I asked what's your name and it said My name is Alex.

I wonder how many people type “what is this” when they land on the Google homepage for the first time.

"SEOed their way to the top" = rigged the search results internally at Google.

I have no idea why you're being downvoted, this was my first thought. There's no way that Google played by the same rules as everyone else to get to the top of a query like "what is this".

Nope. Google is algorithm driven. There are no hard coded hacks.