Ikea is different though: they only sell their own products so there's so earning incentives from paid product placement. Of course they want to improve their own sales but I feel that's a very different, less nefarious goal.

I think it's ultimately the same, though: they're not optimizing for you to get what you're looking for.

At the same time, I know it's a hard problem to solve. Users also aren't good at finding what they want either.