Rewriting makes sense if they do the same thing to the material being searched. It has been obvious to me that the ads do more generic matching than the search

Rewriting makes sense if they do the same thing to the material being searched. It has been obvious to me that the ads do more generic matching than the search results but I do not consider that to be evil. I just wish they would leave alone the modifiers we can apply to actual search results. (And, for Google Translate, allow specifying that adult results are acceptable. Normally, with a term that can be adult or not you only get non-adult results but it's easy enough to throw in an explicitly adult term to fix that. Throwing in extra terms doesn't work so well with translate--that means it's basically impossible to get the adult result for an ambiguous word. What's the dirty word for the male reproductive organ? English has no unambiguous word for this, thus the translation is impossible.)