A decade ago, other search engines were selling the top spots in their search results as unlabelled advertisements, and Google was able to claim moral superiori

A decade ago, other search engines were selling the top spots in their search results as unlabelled advertisements, and Google was able to claim moral superiority by clearly distinguishing advertisements from organic search results. As time has passed, the distinction has gradually weakened; the advertisements' background color got whiter and whiter until it was the same as the organic results, the fonts and colors got closer and close and became a perfect match. Now the only difference between advertisements and natural results will be the word "Ad" in small, white-on-orange text. How long before they find something even more subtle to replace it with?