There's a market for keywords, and these employees (we are, I guess, assuming for this discussion) have insider information on those. Like you said, it's worth millions, and like stock trading, it's basically a zero-sum game, so if you become a big winner by cheating, there are people losing unfairly.

Just because it doesn't have the kind of rules around it that you describe doesn't mean it's not analogous. In fact, I thought that analogy and the galling lack of such oversight was your original point.