Both, though the business tie-in was somewhat of an afterthought. That is I started out being fed up with spam, pseudo-spam and SEOd commercial links in Google.

Both, though the business tie-in was somewhat of an afterthought. That is I started out being fed up with spam, pseudo-spam and SEOd commercial links in Google. Then I slowly realized that when you back all those out, the end result is indeed an interesting alternative worth pursuing in its own right. Hence, the non-commercial ("less shopping sites") view.