I believe that Jason's original plan was to have a true search engine with quality human written pages that people would want to use as their homepage instead of google. However this plan was not successful and Jason has realised the opportunity to drive huge amounts of traffic to Maholo from Google. This means that ranking in google for hundreds of thousands of keywords comes first and the quality of content on the pages comes second. It's obvious by the number of ads on the pages that they don't care about the user experience. They know that if people don't find what they were searching for they will click on an ad when leaving.