[Denzel]

I fail to see how showing links to search results pages from other companies is better for the consumer either. So why does Google do it?

Google is really smart, right? They've done some amazing things with search. Do we believe that Google doesn't know how to display those comparison search results page in a carousel like their own? Or is it that they don't want to?

Think about it for a second. What if Google did that, and they subjected their own comparison search results page to the same generic algorithm that they subjected everyone else's too?

Maybe it's too hard for Google. But they like standards: see AMP. So why not create some standard tags so everyone has a fair chance?

I don't know, it certainly looks like Google was exploiting its market dominance in general internet search to get a leg up in another industry without actually competing. That's not fair.