Does Google Inserting Deceptively Placed Ads in the Play Store seem icky to anyone else?

They've started inserting a subtle ad as the first result instead of the actual app you're searching for.

This has to have been a change over the last month or two I feel like?

I'm having to reprogram myself to view the first result as irrelevant. Really makes me want to increase the F-Droid alternatives that I use.