That's besides the point, even if the writer is 112% correct. What you do with the power you have now, no matter how you got it matters. But advertising based s

That's besides the point, even if the writer is 112% correct. What you do with the power you have now, no matter how you got it matters. But advertising based search engines are biased, they will want you to click on ads and will favor their partners (brands.) Larry and Sergey were right, it's a shame they fell for a few $billion more: "Currently, the predominant business model for commercial search engines is advertising. The goals of the advertising business model do not always correspond to providing quality search to users." "But less blatant bias are likely to be tolerated by the market. For example, a search engine could add a small factor to search results from "friendly" companies, and subtract a factor from results from competitors. This type of bias is very difficult to detect but could still have a significant effect on the market. Furthermore, advertising income often provides an incentive to provide poor quality search results."