Google bidding on their own products

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I am sure many of you have noticed by now and I am sure someone has a logical explanation for this. I have asked around a bit and tried to do some quick research online but yet to find answer. Today I did a Google search for ‘keyword planner’ and this was the result:

google search result

Notice how Google is bidding on their own product? How exactly does this work? Does it seem a little unfair that since it is their own product they are not paying for it? Or is paying for this? Or are they actually bidding on this (not idea how) so they can claim it as a “business expense” which they will use as a tax write off? Which also does not make sense unless its paying .com?

Will update this section once I get an answer!