I don't have a problem with this in general, I do have a problem when they deceive users, which happens often. If I search for Amazon and get Temu ad - that's OK. But often when I search for X they will show sponsored results that pretend to be that X. This is esp true with apps on their play store, which is something fairly new. I barely use Google Search these days so don't know how bad it is with search.

This is a pattern you see often. A product gets to a point where it's hard to grow revenue as the market expects, so the company does everything they can to squeeze more revenue.