This matters. The whole reason things like Google and Yelp search work for users is because their natural results are uncorrupted by commercial incentives. Ad

This matters. The whole reason things like Google and Yelp search work for users is because their natural results are uncorrupted by commercial incentives. Advertisers can pay to have their sponsored listings displayed above the natural listings, but there's a clear, transparent distinction between the two. It's murky to let any sponsored listings intertwine undifferentiated with natural listings. It's an inherently advertiser-first, user-second policy, and it's at the expense of the integrity of the natural service. It's tough to argue that this is more for any benefit then their bottom line, which, given Zuck's grand "Hacker Ethics" letter, kind of wreaks of bullshit.