You raise a good point. This phenomenon is well-documented for at least two decades now on Google search. It is common for brands to buy keywords for their own product. Why? If not, competitors will by the same keywords to direct customers away. As I understand, this has existed for more than 20 years and Google has never been sued for it (that I know). Maybe this is just part of a highly competitive online search market. To be clear: I am not saying that I like or agree with this market outcome as a consumer, but I am merely saying it has existed for a long time and gov't regulators don't seem to really care.