With it at 100 results the first 19 are for coolibar.com and the next 8 for amazon.com
UPDATE: It appears we have been spammed. To answer my own question, I think he has been on coolibar. This person is launching a site that is a directory for hats (first link above blog post). His lack of any response says it all. Clever ploy ...
Also, there's another issue. Even if you get the same webpages all the time, that doesn't mean that those aren't the same results. Especially when webpages today have a lot of different content. I.e. diversity != quality.
In my younger days of downloading things from the Internet, I've downloaded malware that hijacks your search results to be spamtacular -- for fun and profit on their end of course.
Although I will say that now with Instant search, the "I'm feeling lucky" button is both redundant and impossible to use. As soon as I start typing, I get a results display and the IFL button has disappeared. (To be fair, there's no point really)
I would not have searched exactly for this before, but I am getting
4 in a row from ifactoryoutlet.com
3 in a row from dharmatrading.com
11 in a row from alibaba.com