It's a business decision which will make them more money.
In Universe A they sell only the most powerful version of the product for 1x price and them make some money.
In Universe B they sell the most powerful for 1x AND a slightly less powerful version for 0.9x price and they make MORE overall profit.
I'm not saying that's a bad thing. There are customers who will want to pay less and not need the most powerful product.
I fail to see how the company in Universe B is morally worse than those in Universe A. One could argue they are superior, in that they offer more choices.
Sure, but then whoever gets to populate the index chooses the winners and losers, because you could just stuff it with different versions of the content or links you wanted to win and the random ranking would should those more often, because they appear in the pool of possible results more often.
I like this kind of "meta-problem" and would be interested in known how to get people more interested in ideas that I intuitively know are useful.