I'm so used to visually ignoring ads that, because the sponsored link is hilited yellow, I notice it first, subconsciously realize that it's a sponsored link ("

I'm so used to visually ignoring ads that, because the sponsored link is hilited yellow, I notice it first, subconsciously realize that it's a sponsored link ("MP3 player for 'hacker news'? -- yeah, that's an ad), and then immediately start looking below it. If I'd had just 5 seconds to glance at the page and then answer the question, "what was the top result for 'hacker news'?", I would have sworn up and down that it was "The Hacker News Network" and there was just empty space above the ad.