Sure, but that would only work locally. I do weddings all across my state. Couples would also have to look through pages and pages of terrible photographers. Those photographers don't have the money to advertise because they're bad at their jobs and don't do it frequently.
Yeah, in some ideal world people would be matched up with whatever product/service is best for them all of the time. We don't live in a perfect world. People won't buy what you're advertising unless they think it's a good fit for them. Because people buy whatever you're selling, that means you can keep advertising, which means the stuff advertised tends to be what people want to buy. Right now that's the best system we have. Any other system right now would probably be like when you search for things on Amazon nowadays, absolutely riddled with cheap Chinese knockoffs.