Search engines to me are an obvious case of a means to an end. If a search engine better than Google were to come out tomorrow I would switch to it (from Google) instantly with no regrets. Google's sense of propriety about their results (or, more accurately, what users clicked on after searching via Google), especially given the fact that they are well-known for their penchant for sucking in user data like a black hole (not that I care-- I want them to use it if it means better searches), to me seems 9 parts hypocritical and 1 part prima donna.
Need people be reminded that this is the same company that "accidentally" logged users' WiFi browsing habits while driving StreetView cars around Europe? Give me a break. Everyone is guilty, and no one is going to do anything differently now than they did before.