Yup. That's why believe that any "personal assistant" technology run by a commercial third party will be shit - it'll be used to try and sell you stuff, not recommend actually good options.
Not necessarily because there will often be options that are comparable, where it boils down to a toss of a coin which one to recommend. Done well, such a service will give you great results, but they'll mine their data and see that when people ask for "best X in Y" results A and B give equal satisfaction, and ask both A and B to bid for how much to prefer one over the other when they rank equally.