Just had to deal with a situation - a not-very-computer-savvy older relative in the EU, who will be travelling to the UK in June, decided "not to bother me" and to apply for their ETA themselves. The problem is that the first results to appear when you Google "UK ETA" are sponsored links from for-profit visa factories, NOT the actual official UK website. The relative fell into the trap, clicked on the sponsored link thinking it was the proper channel, and finally called for help after getting stuck most of the way through the process, by which time they'd already paid over 100 euros via credit card (ETA costs around 20 euros on the official website!).
We've sorted the ETA now through the official website, and they are trying to cancel the credit card payment through their provider, but still, I'm irate that the sponsored links can push the official link so far down you have to scroll to see it. AIBU in thinking that official links should ALWAYS take precedence over for-profit charlatans services?
[whether I am BU or not, beware if you are applying or if you know anyone who will be applying, and be sure to avoid the trap! Only use the official gov.uk app or website!]