A long time ago, ads on google search were clearly distinct from organic results. Nowadays, they're mixed so well that only those who know they should check for the difference notice it.

I particularly don't like when the first result is the paid result from company X, and the second result is the organic result of company X, which is only paying to outbid competitors that could appear as #1 when people search for "X".

I'll use very strong words here, but that paid ad for me is not different from "protection money" you pay to a racket so they ensure nothing bad happens to your business. It's highly unethical, but, I'm sure, incredibly profitable: in these cases I make the conscious choice to click the organic result, and NOT the paid one, but I'm pretty sure I'm one in 100.

So, I don't doubt that there are ethical debates inside Google, but it's clear that, the more it becomes just another public company for which the overriding concern can only be increasing shareholder value, the less any ethical consideration that has an impact on the bottom line can have an effect.