I knew the top result is an ad and is marked, and still didn't notice the mark. I think there's actual research put into making these markings "visible" but not "noticeable". And on my phone only the top result shows that big picture banner taking all the attention while the rest of the "real" apps are presented as one liners. [1]

But what's worse than an ad is that too many times these apps are actually scammy. A whole host of apps with almost identical and misleading names, icons, banner pictures, descriptions, developer names, and so on.

Ok, I search for Netflix and you show me Prime first is one think. But showing me a scam app is a different offense altogether. And it doesn't matter if your phone costs $600 or $1600 you'll get served up to the scammers just the same.

[1] https://imgur.com/a/BkGmPGc