I think the only thing at fault here is Google's UI. I don't have a problem with companies having two tracks to the front page of Google (organic and paid place

I think the only thing at fault here is Google's UI. I don't have a problem with companies having two tracks to the front page of Google (organic and paid placement), but the ads take up so much space at the top, and they are so poorly differentiated from organic results. My analogy is the yellow pages, which is two things: A vehicle for ads, and a reference list of phone numbers. The sections are distinguished, by white/yellow pages for business/personal numbers, and with ads standing apart and looking different on the page. And YP never screwed with alpha order. They can make their money on ads and you can use the phone book for its raison d'être: a list of businesses/people.