First you get a ton of books whose name starts with “AAA” and a whole race-of-ever-more-As.
Eventually they figure out people are actually searching for other letters so you get the same in other letters: BBB…, RRR…, III… and so on.
Then people start jumping over that big fat bulk of titles which start with just the one letters repeated tons of times in the first cards of any letter, so they start misusing the most common and searched for words, for example a book about digital coins with a title that starts with the word “Cooking”.
And so on.
Doesn’t it sound strangelly familiar (maybe not the explicit techniques but the “slimy arms race” aspect)?!