If you've tried to use Google to research a purchase recently, you've probably encountered—right at the top of the rankings—a whole lot of extremely similar Best Of lists published by familiar brands, even trusted names like Forbes, Popular Science or even Rolling Stone. Big names...but unlikely to have suddenly started thoroughly product testing things like air purifiers or humidifiers.

What's happening here is a tangled story of a collapsing media industry, affiliate marketing gone mad and an algorithm that's incapable, or unwilling, to stop it. What's happening to Google results in the age of sold-off legacy brands, artificial intelligence and sponsored content? Nothing good.

GUEST: Gisele Navarro, managing editor, HouseFresh

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