People, as a general rule, are lazy. All you have to do to prove the point is pay attention to the way you yourself surf the Web. If you are looking for a new toaster to buy, which page are you more likely to buy it from?
The search result for “best toaster” takes you to the home page of an online appliance store. You must then find the toasters section and click on each model to find pricing and reviews.
The search result takes you directly to a page displaying 25 toasters, with prices clearly marked and customer reviews just one click away.