If I start to Google or Amazon new vacuum cleaners because I need one, and then all my ads in Instagram turn to vacuum cleaners, that is vacuum manufacturers competing for my business, I may or may not buy from one, but I'm likely to check them out. The great thing from an ad platform perspective is once you're down to granular targeting it's easy for smb to compete with say Dyson because of how ad pricing works.

What about reviews by independend testers and user experience by trusted source? You just let Google and Amazon sell you what currently make for them more money regardless of product quality?