If they offered a premium "no ads" search option it would draw too much attention from the media/public to just how bad the situation currently is. So, even if

If they offered a premium "no ads" search option it would draw too much attention from the media/public to just how bad the situation currently is. So, even if they could increase revenue per power user (RPPU?) it would do irreparable harm to their ad-supported model (for non-power users) in the long term.