I'd say one big reason I missed it at first was because there was no hacker news little orange [Y] box on the left side of the link. Scrolling further down the page, this logo appears on the second iteration of the HN link.
Exactly. The lack of icon and description - which all the first few results below the sponsored link have - causes me to want to ignore the 'Official Site' result. If it had an icon I think I would be more likely to view the yellow as a break between the results rather than a separation between two different kinds of content.
