I find the turn of phrase interesting: "Google's" users.

Yes, of course technically that is an accurate description.

But although I am a user of Google, I don't like the idea of them thinking of me as their asset, even though I obviously am.

And irrationally because Google feels like such an omni-present utility, my intuitive expectation is that they index the web in a non preferential way.

Which still doesn't make any sense, because the entire utility of their search results is because they weight what they index.

There's some cognitive dissonance here, but I can't put my finger on exactly what it is.