Its just that they can't afford to not be. You leaving for another site is heresy with how much money they need to make on selling ads and you.

And the middle man has decided they have overheard enough of the conversation going both ways to just "know" what you are about to ask and what the answer should be.
This is the new market for them. Not being a search algorithm but being a magical information hoarder that can predict everything about their user and their brand partners.

They want to be Madame Leota