> I don't think advertisers care about the impartiality of the results, so long as their ads are getting eyeballs/clicks Agreed completely. But users will (eve

> I don't think advertisers care about the impartiality of the results, so long as their ads are getting eyeballs/clicks Agreed completely. But users will (eventually) run away if they do not perceive the search as efficient. There are now options in search. People use google exactly because they consider results good enough. If googling "photos from X" starts returning most pictures from Google-associated resorts and this gets coverage from first tier news agencies Google will see non-negligible defections. I also do not think Google is likely to do aggressive search filtering, not because this is "not right" but for pure self preservation -- aggressive filtering would be cutting the branch they sit on.