I don't think it really addresses the complaints in the article, though. The main complaint wasn't that the proceeds go to Google, it's that the premise of an a

I don't think it really addresses the complaints in the article, though. The main complaint wasn't that the proceeds go to Google, it's that the premise of an auction naturally favors profit-focused search engines. I think it's a valid problem, and the only ways to counter it have to use a ranking that doesn't involve money.