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Which one is free?

Yeah, Unfortunately, Googles business is ads and their search pages are 50% ads front and center.

So, between the two options, both are trying to sell you stuff.

There will be some disclosure somewhere. For instance, maybe it will be a slightly different color or you could hover over it to see the source.

There's a myriad of ways to avoid that problem and make it socially seen as equivalent.

Then you'll have ad blockers removing sentences. This seems obvious and inevitable - a two sided marketplace with easy capitalization opportunities; it'll fit right in