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You've probably come across MMT's theory this is a "money word" filter, if so it could also explain why heavily optimised index pages in competitive areas are MIA.
Another interesting theory is that they're using a "sets" approach, to encourage searchers to refine their queries from the general to the specific.
I've read most of what's out there on this, and I still think there's a good chance G tripped rather than ducked ;-)
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