So if it's illogical for companies to buy ad space on queries for which they are the top result...why would they (presumably) fork over even more money to have an attractive banner ad? If a user is searching explicitly for Southwest Airlines...which seems to be the most conceivable non-sinister scenario to show the SA banner ad...how does it help the company or the user to have the interface suddenly change?
Maybe the answer is, "Well, because companies --and their marketing people -- are dumb like that, so, if they want to throw money at us..." Still, seems like it adds more complexity to both the backend logic and the front-end, while at the same time, harming opposing viewpoints. For example, Scientology is the first organic result for a search for "scientology" and thus deserves the opportunity to have a banner ad. And yet the banner ad as presented by the OP would push Scientology's apparently-well-SEOptimized opponents well below the fold.
(not to pick on Scientology, it's just the one religion/group example in which its opponents are almost as well known as the organization itself)
Maybe the answer is, "Well, because companies --and their marketing people -- are dumb like that, so, if they want to throw money at us..." Still, seems like it adds more complexity to both the backend logic and the front-end, while at the same time, harming opposing viewpoints. For example, Scientology is the first organic result for a search for "scientology" and thus deserves the opportunity to have a banner ad. And yet the banner ad as presented by the OP would push Scientology's apparently-well-SEOptimized opponents well below the fold.
(not to pick on Scientology, it's just the one religion/group example in which its opponents are almost as well known as the organization itself)