“Opening Up Search Is an Ethical Imperative” presents an argument for opening up search. “Opening up” appears to mean that Google’s grip on ad supported search and retrieval is broken. The write up states:
Advertisers go where the eyeballs are. Money can alter the meaning of ethics. And that money issue may be the reason Web sites are not indexed comprehensively, US government Web sites are indexed infrequently and superficially, and why Google ignores certain types of content.