Amazon search looks bad for us because it is designed to sell ads. Its goal is to make company pay the most money to show articles. Iirc, when this was proposed, Jeff Bazos said that this was the most stupid idea he ever heard. I think the reason why it was introduced, and why Executives don't want to change it, is that it generates a ton of money for Amazon. I'd personally love if in the end this would be the reason that Amazon stop making money and it would have been some short sighted greedy move. I'm afraid that advertisement, when it comes down to numbers, is just damn too profitable.