They're publishers to me. They produce, even if it's with computers, a landing page where they recommend different. They produce recommendations. I don't get how that's not publishing.
I don't think the lines are blurry. Discover algorithms and monetisation are not content.
I understand the desire to protect indy content from megacorps litigation. Some kind of protection is needed. But swearing that black is white is a "solution" that's bound to cause new problems.
Well, except that they don't provide anything similar to cables or electricity; what they distribute is content. How's that not a publisher?