I agree, it's easy to hate on the current system and I think the ads are getting way too similar to the real results now. But all those websites that have a massive list of names/place at the bottom just to come higher up the search, that was the real worst time. When you'd search "Handyman in Leeds" and the top results would be for a company that isn't even in the right location but was big enough to list highly and had "Handyman in Leeds" in hidden text at the bottom of the page.