Well the responses for tile requests are .pbf format, so not easy to compare.
On further digging, it seems the search example is rendering those businesses because they are in the search results. The example code is then doing the following to manually render the results as markers.
var searchMarkersManager = new SearchMarkersManager(map)
I couldn’t find SearchMarkersManager anywhere else in the docs.
I guess the businesses I’m interested just aren’t part of this tileset. I have all the coordinates so maybe i could render business icons myself using GeoJSON + SVG.