well the results can't all be the first one repeated over and over.
if you search for 'nfl jerseys' you're probably looking to buy a jersey, and at least a few of those (eg football fanatics) do in fact look like legitimate stores.
What if I'm trying to find a sports geek's blog post about the history of NFL jerseys, or something like that? My personal problem with all the search engines is that legitimately interesting/useful amateur content, or even things like mainstream news articles, gets lost in a sea of sites that are trying to sell me stuff when my query could be construed as even remotely commercial. Unfortunately this is a trend I don't see changing, because (a) the hawkers have more expertise and resources than the bloggers when it comes to SEO, and (b) the search engine itself benefits financially by assuming I want to buy things and showing results accordingly (especially if it's Google due to AdSense).
Google could choose not to show bad results if they wanted to especially since they are scams in this case. They already do this for duplicate content.
http://grab.by/8DYK
what do you think?