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A Very Simple Ethical Principle for Search: Google Fails Miserably

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An extremely simple principle:

Shouldn't we want a web search engine which doesn't have huge financial (or other) incentives to send people to certain pages?

I mean, it sounds insanely obvious and yet the #1 search engine on the planet, by far, has it's entire business model based on people visiting pages with its ads on it, and is increasingly creating content and services that it benefits from sending traffic to.

I would concede that Google is one of the more ethical giant corporations around, but that isn't saying all that much.

Don't we need to find and switch to search engines which don't have such an overwhelming financial incentive to send us to their pages and pages of people that pay them?  Is that even possible in this world?

note: one of my oldest friends and someone who has more integrity than anyone i know works for google; this isn't really a knock against what google is currently doing as much as it is a comment about what i view as an inherent and unacceptable situation in search.

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