PPC ads in Google SERPs are a great thing because they're keyword-based, highly relevant and targeted. The problem with ads starts to happen when we get into b

PPC ads in Google SERPs are a great thing because they're keyword-based, highly relevant and targeted. The problem with ads starts to happen when we get into behavioral targeting, remarketing/retargeting, data exchanges, etc. This is where things get a little creepy. People don't want profiles built up on them with all of their likes and dislikes so that display ads can be better served to them. What's worse is that Google has been testing out banner ads on some of their other properties like Google Image Search, and Facebook-style ads are showing up in Gmail (see the Groupon ones?). I'm worried that some day the Google we know and love will end up looking like Yahoo around the late 90's, littered with banner ads. I remember people making a switch back then to Google when it was banner ad-free and had great search results.