and if I put "-black butler" into the search it's all some random guy?

probably some celebrity whose last name is butler idk

or rather -"black butler"

as in excluding the exact phrase "black butler"

It's kind of like how you have to put -rooster teeth when searching for let's plays on youtube

because they have a channel CALLED let's play

which is really dirty pool on their part, they didn't invent or popularize the term, they're just capitalizing on it