Google is in the directory business. Ultimately they don't want us to make the most informed decision, they want us to "feel lucky" and trust The Algorithm. Because the more we "feel lucky", the bigger the fear of businesses to get punished by The Algorithm for insufficient ad spending.
That's why desktop web search is less valuable to Google than mobile web search, mobile web search is less valuable to them than map search, map search is less valuable than voice search and voice search while driving is their holy grail because there the ranking game is completely winner takes all. A second page hit on desktop has a better chance at getting traffic than the second place overall in voice while driving. (And those sweet "while driving" hits will almost always be followed by actual business transactions, whereas the old desktop is just a mostly worthless page view)
Afaik Google is far from allowing businesses to directly bid for that coveted number slot (it would ruin their ability to keep the balance between attracting advertisers and attracting eyeballs), but the result is even better for them: when businesses "bid by proxy", via buying other ad products in hope/fear that it might be a factor in the ranking they don't just get the winner's money. I'd absolutely say that drivers are very high on Google's audience priority list, it's just that nobody on that list is a customer.
That's why desktop web search is less valuable to Google than mobile web search, mobile web search is less valuable to them than map search, map search is less valuable than voice search and voice search while driving is their holy grail because there the ranking game is completely winner takes all. A second page hit on desktop has a better chance at getting traffic than the second place overall in voice while driving. (And those sweet "while driving" hits will almost always be followed by actual business transactions, whereas the old desktop is just a mostly worthless page view)
Afaik Google is far from allowing businesses to directly bid for that coveted number slot (it would ruin their ability to keep the balance between attracting advertisers and attracting eyeballs), but the result is even better for them: when businesses "bid by proxy", via buying other ad products in hope/fear that it might be a factor in the ranking they don't just get the winner's money. I'd absolutely say that drivers are very high on Google's audience priority list, it's just that nobody on that list is a customer.