@tedster if you go back and look at the example you permitted from me almost 18 months ago you will see what's changed.
The first 5 results are all the same business running multiple domains under different keywords. They do not try to hide it. The chat and checkout all point to the main site yet google ranks them in the top 5 for all their products on 3 sites because they use different "word brand name product" "different word brand name product" on each site. It's hysterical actually. Google can detect paid text links but they can't figure out ten sites running the same chat link and checkout that dumps to the parent page are all obvious attempts to cheat?
The change in the last week is that the cheaters are back to the top.