They got it right initially, with ads being unobtrusive, but easily identifiable. Now, though, there is barely an indication that somebody paid for that link a

They got it right initially, with ads being unobtrusive, but easily identifiable. Now, though, there is barely an indication that somebody paid for that link at the top. Moving the ads from the sidebar to the main results, slowly removing the yellow background, made Google ads be just as hostile, but in an insidious rather than overt manner.