That's an interesting point, and sad that it is still too often true. Many people looking for SEO still make the foolish assumption that the optimal position in the SERPs is at the top.
It isn't always true.
I often skip the first result. It is quite often a poor one, with a Title that is keyword-stuffed to excess and reads to a human like it was purely spam-machine generated. The snippet often doesn't convince me that my assessment of the title might have been hasty.
Nope. I usually scan the results before selecting the one that looks like the best/closest match to my objectives. That may be in position 1 sometimes, but I'm just as likely to find it at position 3, or 6, or 15 (I have a default of 50 results per SERP).
If a brand I trust or like is in the SERPs, I'm quite likely to skip all the listings above it and go straight to the 'trusted' store. Market research into surfer behaviour shows that most other people follow the same thinking and behaviour.
Top position can only ever mean that your listing is seen, not that your site will be seen. That's not the only reason that top ranking is too often the objective of someone who doesn't really understand search or search behaviour.
Let's imagine ourselves shopping. Our first search is often to see what products are out there and give ourselves some options. We're nowhere near ready to buy yet, and at this stage are often more likely to buy offline than on.
Being top here will get a company seen and considered, but the surfer is pretty much certain to go on and visit many others too, looking for the range of options and products. If I find that the later results have much the same offers, am I going to go back to the first site just for the same deal? No, I'm gonna say "Ah, they're all the same, might as well buy here then"
In that case, the optimal position in SERPs will be where most people are facing the point at which they decide to go no further if the offerings are no different. You really will get more conversions and profits by dropping down the SERPs enough to be the third or fourth site visited by most searchers in this scenario.
I could go on, but I'm sure I'm preaching to the choir, and that most of us here already know these basics. Its educating the SEO customers that takes these explanations.