Yep, I get it.
But monks didn't run a multi-billion dollar business.
Google is not a charity - everything it does now is commercial.
How does the click through component in adwords algo take into account the organic results for that keyword without knowing what organic results were presented.
Because that is the key - universal search was invented to change user behaviour - so as it is keyword dependent how does adwords know what affects click rates without knowing what was presented on the organic search?
If adwords doesn't know what search results are given for a query - how can it work out an optimal click rate or engagement rate?
And conversely if organic doesn't know what ads are presented for a query how does it know the affect of ads on engagement with its search results.
With the massive gulf in data how can you create a search algo that includes engagement?
You can't because other factors influence engagement.
You can only do it if you take the ads off the website and have it with a common purpose.