Users, specifically in this industry, often don;t find what they want. They find what the aggregator wants them to find, that's more often that not margin generated!
Better for the consumer would be an aggregator which ranked properties qualitatively (first page for those with clearly genuine and excellent reviews) with those which do not get such good ratings further down the list even if they are more profitable for the aggregator.
It's almost like what Google did that made it popular!