1291 points by recroad 156 days ago | 723 comments on HN
| Mild positive Editorial · v3.7· 2026-02-28 08:57:30
Summary Digital Fairness & Information Access Acknowledges
A critical opinion piece examining Google Search's paid placement practices, arguing that organic ranking integrity is compromised by paid advertisement placement. The article implicitly raises concerns about fairness, non-discrimination, and access in digital information systems, but frames these as commercial rather than human rights issues. Published on Substack, which structurally enables free expression and reader discussion.
I'm not using an ad blocker; when I search for Midjourney on Google the real thing is my first result; I don't even see any sponsored content. Not sure what's happening for OP.
(Please don't read this as a defense of Google on the whole.)
They do the same thing on the Play Store, for example I just searched for Firefox and the first result is a sponsored spot for Opera. Does Apple do that on the App Store?
A funnier example: searching for Amazon gives Temu as the first result. Searching for Temu gives Shein as the first result. Searching for Shein gives Shein as the first result! ...but only because they outbid everyone else for the ad spot on their own name, resulting in Double Shein: https://i.imgur.com/0buR8Hq.png
Its sad but I think at this point its kind of a safety issue not to use an ad blocker. Those results are not clearly ads and I've clicked on fake links in the past when they were.
When I search for "midjourney" without an adblocker a bunch of times, I'm getting:
- No ads, with correct midjourney.com as the top result, about half the time
- A legit ad for midjourney.com with the title "Your Imagination, Unlocked", the other half the time. It's the only ad, and the correct midjourney.com is also still directly below it as the first organic result
So both seem fine for me. I've never seen ads on Google with the kind of formatting shown by OP either.
Obviously everybody's search experience is different, based on geography, profile, who else is running ads for those keywords, Google runs different formatting experiences as A/B testing, etc.
There was a time when Google disallowed this. Google even asked us (Firefox team) to report ads squatting on our trademarks. Eventually they stopped caring and now it's in their ad sales pitchdeck just how effective trademark squatting can be.
Can anyone reproduce this? When I search "Midjourney", I get an ad for Midjourney (from Midjourney), followed by Midjourney, the site. After that, I get the Midjourney Discord, the Midjourney subreddit, the Midjourney Wikipedia page, and then (inexplicably), another Midjourney ad.
That seems about as good as it could be.
Edit: I guess I should say that I do agree that the quality of Google Search is pretty poor these days, so I directionally agree even though I can't reproduce this issue. Still, it's interesting to see how much our searches differ. I can't imagine what algorithm in Google decided to give me great results and you trash.
One of my "sales pitches" is "I can find answers online, I know kung-fu".
I've been using internet since '98, and I somehow developed this elusive skill of knowing how to navigate all these ads, seo farms, paid content, murky websites, and getting straight to the answer, no matter what the question was.
For a long time I didn't thought of that as a special power. I thought it was natural, like driving a car, or speaking English. And I occasionally got surprised seeing someone trying to find something online and spending minutes, if not hours to get to the right place.
Last couple of years I found it to be way, way harder. And it's noticeably getting worse almost on a daily basis right now.
Recently I've tried perplexity and it was absolutely amazing.
I know this may sound like a sales pitch, but I was really blown away by the user experience. Except it sometimes says "results cannot be found or I am not suppose to show them to you". Well, fair game, I wouldn't be able to find these results on google either.
I've seen a lot of change in the industry last 30 years, things we took for granted or thought would stay there forever. I genuinely think Google is finished as a search engine for the web. The only problem is that we don't have a solid contender yet. Perplexity is close tho.
A similar thing happens when you search “Canada eTA” — a $7 (required) entry visa the government typically issues instantly. But on Google, several sponsored sites appear above the gov site, and charge $100+ for the same service but slower, and they do god knows what with your passport details and personal data.
There are tons of other examples like this. It’s very easy to get tricked by Google ads if you aren’t suspecting a scam.
There also has been a drastic change in YouTube search in the past year. It used to be that search would be logical, you search for a specific string and you can go through pages of videos that matchup to that. Now it at least feels like they have completely mixed that original search with a some sort of ranked preference of what they think I want to see. It’s a shame and an actual huge downgrade.
I bought a kagi shirt in the initial batch, got it, and then after one wash it unraveled. Your support team was great and gave me a coupon for a replacement shirt, which I ordered, yet it never shipped. Could I get that shirt :D
"Google (www.google.com) is a pure search engine - no weather, no news feed, no links to sponsors, no ads, no distractions, no portal litter. Nothing but a fast-loading search site. Reward them with a visit."
How is Kagi for non-US folks? I've tried switching to DDG a while back but the experience for me, living outside the US, was not great. Sure, programming related searches were pretty good, but everything else was not.
Mine has one sponsored link which is just a course for midjourney. But I don't doubt at all that the OP post is real. This stuff is all dynamically generated. There is probably even some AI deciding how many ads you'll put up with.
Ideally Google would offer some kind of ad free option, perhaps on a higher tier of the Google One plans.
You also should just stop using Google Search. DuckDuckGo is solid, or if you don't want to use search results from Bing's index, I've been very happy with Brave Search.
This is also true on Apple's app stores, to be fair. I didn't know this until I got a MacBook Pro recently and my assumption that Apple's controls would be tighter than Google's was proven quite wrong when I opened the Mac App Store for the first rime.
I am highly suspicious tech markets do not see realistic average Google behavior for whatever reason. The pervasive belief in tech that Google Search is even passable suggests people in the Valley or even Austin aren't getting the experience most people do.
I recall a Googler once suggesting to me that Googlers seeing ads might look like ad fraud to advertisers, so I'm not positive Googlers dogfood how bad this is either.
If you're trying to do anything in terms of official documents, there's a middleman charging more. I searched for "passport application" the other day and it was 4 ads of people offering this service.
My dad was trying to get an ESTA visa a couple years ago and ended up paying twice the actual price, because he can't discern what's the official site or not.
Yes they do. Their search already sucks in normal circumstances—I remember searching for “Pinboard” (the bookmarking service) and had to scroll by thirteen pinball (the game) apps before starting to see Pinboard apps—but you can type in the exact name of the app you want had have an ad for a competitor above it. Not only is it allowed, it’s encouraged.
My memory says that wasn't such a big selling point. When Google first came out it blew all other search engines away in terms of result quality.
If, back then, Yahoo and Altavista were minimalist and Google was a garish nightmare of ads and flashing gifs and nested banners and affiliate buttons, I would still have happily used it for the results.
Google's search interface is still reasonably clean IMO. Nowhere near its minimal best. Yes there are ads and "sponsored results" and shopping frames and all that crap, but they really aren't everything that's wrong with Google Search.
Quality of results and inability to specify queries beyond vague suggestions are the worst things.
Strong agree but unless it gets built-into the browser, the average net denizen simply won't do it. The number of times I've seen a friend of the family try to show me an article on their laptop while casually trying to shoot down the pop-up ads like they're playing a marketers version of Missile Command was astonishing.
And EVEN if they do install a blocker, 9 times out of 10 it'll be AdBlock Plus and not uBlock Origin [1]. You know, the one that allows companies to PAY to have their ads whitelisted.
This doesn't even cover browsing on a smartphone which unless you're running Android Firefox which supports browser extensions, you have very few options.
Kudos for Kagi. I stopped using Google and gladly pay Kagi for search to not show advertisements or junk.
If Kagi ever starts showing ads to me, a paying customer, I'll ditch it too. If I get the feeling that Kagi is selling my search history, I'll ditch it too.
It absolutely is. I fear for the older generations and less tech minded people who google their bank, and get some random phishing site. Or similarly google what should be libre software and get some random malware on a site that looks 'close enough'.
Lets call it what it is, a cancer, one that literally enables countless bad actors and purely for a search engine's own profit.
In theory theres a time and place for ads, but maliciously inline and disguised as the actual results people want arent it.
You don't fall into any desirable demographic for targeting apparently, or you've never leaked enough info about you that would signify you as desirable.
In other words, nobody is bidding to reach your eyeballs specifically.
This could be a market inefficiency. OR, it could be you're actually a terrible lead for midjourney-type products, and the market is working correctly.
Can you in principle sue people buying these ads for trademark infringement? (I realize in practice the answer is that it's not worth the game of whack-a-mole.)
I feel like there’s at least some country in the world where the legal regime would be amenable to ruling against Google if they were taken to court over trademark squatting by the trademark holders.
Even when they first turned on ads, it was arguably a net win. I worked AdWords tech-support 2005-2008, and sat in on the “Ads Quality” core team meeting.
They basically had this big money dial, and rather than crank it to 11, they were fiercely protective of the core user experience.
They kept ads mostly to the side (unobtrusive), only served them on queries where there was a high probability of commercial intent, and only promoted ads above organic results if the predicted CTR was extremely high.
I remember being delighted more than once when the ad system surfaced the product I wanted when organic results did not.
Now…? You get all spam above the fold.
The Ads Quality PM back then was Nick Fox, who I just learned became SVP for ads and search last year. Which means he is at least indirectly responsible for the OP. Not entirely sure what to make of that.
Google SERPs are personalized. Likely OP is a Midjourney user which is recorded in his targeting profile.
When OP searches for Midjourney as a Midjourney user, Google’s algorithm infers he might want to consider an alternative because why would an existing user search for the product they’re already using.
We see evidence supporting this given no Midjourney ad showed up for a direct keyword match query; and only alternatives triggered.
This is kinda like Amazon retargeting you with alternative toasters after you just bought a new toaster. Most people think this is stupid. Well, the most likely cohort to buy a new toaster is a person that just bought one because they’re not satisfied with their purchase.
Editorial Channel
What the content says
+0.55
Article 19Freedom of Expression
High Advocacy Practice
Editorial
+0.55
SETL
+0.17
The article is itself an exercise of freedom of opinion and expression; critical commentary on major corporation is published openly without apparent censorship or legal consequence
FW Ratio: 60%
Observable Facts
Critical opinion about Google Search is published with author's full name and attribution
Comment section is active with multiple readers engaging in discussion of the article's claims
Content remains published and accessible despite criticizing a major technology corporation
Inferences
The publication itself demonstrates exercise of freedom of expression on a platform designed to enable it
Platform structure—enabling comments, distribution, and independent authorship—actively supports the right to express critical opinions
+0.35
Article 2Non-Discrimination
Medium Advocacy Framing
Editorial
+0.35
SETL
ND
Content directly addresses discriminatory treatment in Google Search algorithm; argues that search ranking discriminates based on ability to pay rather than merit or quality
FW Ratio: 50%
Observable Facts
Author states: 'So if you want to rank high on Google, not only do you need to build a great product to have enough backlinks but also pay Google so other lesser products can't pay themselves to be ahead of you'
Concrete example: searching for 'Midjourney' returns paid advertisement as fifth result rather than official product
Inferences
The critique directly implies algorithmic discrimination based on payment status, creating unfair treatment of unpaid competitors
This raises observable concerns about non-discrimination in digital platforms and fair information access
+0.25
Article 7Equality Before Law
Medium Advocacy Framing
Editorial
+0.25
SETL
ND
Content critiques unequal protection under Google's algorithmic system; visibility and ranking protection are not equally available to all regardless of payment status
FW Ratio: 50%
Observable Facts
The author's search example demonstrates unequal algorithmic protection: identical queries return different results based on paid placement, not merit
Inferences
Unequal algorithmic protection based on payment status implies systematic disadvantage for those without financial resources to pay for visibility
+0.20
Article 25Standard of Living
Medium Framing
Editorial
+0.20
SETL
ND
Content addresses barriers to adequate standard of living in digital economy; fair search access is essential to digital commerce and modern economic participation
FW Ratio: 50%
Observable Facts
The article emphasizes that search visibility is necessary for digital products to compete and function in modern economy
Inferences
Fair access to search results is implicit to adequate standard of living in contemporary digital economy
+0.12
Article 21Political Participation
Low Framing
Editorial
+0.12
SETL
ND
Content tangentially supports informed participation by raising concerns about search result integrity, which is essential for accessing information that enables civic decision-making
FW Ratio: 50%
Observable Facts
The article critiques the integrity of search results, which are primary tools for information access
Inferences
Concerns about fair and accurate search results indirectly support the importance of information access for informed citizenship
+0.10
Article 1Freedom, Equality, Brotherhood
Low Framing
Editorial
+0.10
SETL
ND
Implicitly raises equality concerns by critiquing unequal treatment of comparable products, but does not frame as equality in dignity and rights
FW Ratio: 50%
Observable Facts
Author describes how equally-qualified products receive unequal ranking based on payment ability
Inferences
The critique indirectly engages with fairness concerns related to equal treatment, though without human rights framing
+0.10
Article 26Education
Low Framing
Editorial
+0.10
SETL
ND
Tangentially relates to education and information access; search engines are tools for educational resource discovery, and search integrity affects educational access
FW Ratio: 50%
Observable Facts
Search engines function as critical infrastructure for accessing information and educational resources
Inferences
Concerns about search result fairness indirectly affect individuals' ability to access diverse educational information
-0.10
PreamblePreamble
Low Framing
Editorial
-0.10
SETL
ND
Content critiques commercial practices but does not engage with affirming human dignity, fundamental freedoms, or freedom from servitude; frames issue narrowly as marketplace fairness
FW Ratio: 50%
Observable Facts
The article frames the problem solely in commercial terms: 'to rank high on Google, you need to...pay Google so other lesser products can't pay themselves to be ahead of you'
Inferences
The absence of any reference to fundamental rights, dignity, or freedoms suggests content does not affirm core preamble values
ND
Article 3Life, Liberty, Security
No observable connection to right to life, liberty, or security of person
ND
Article 4No Slavery
No observable connection to freedom from slavery or servitude
ND
Article 5No Torture
No observable connection to freedom from torture or cruel treatment
ND
Article 6Legal Personhood
No observable connection to legal personality or recognition before law
ND
Article 8Right to Remedy
No discussion of remedies, judicial appeal, or compensation mechanisms for rights violations
ND
Article 9No Arbitrary Detention
No observable connection to arbitrary arrest or detention
ND
Article 10Fair Hearing
No observable connection to fair trial or independent tribunal
ND
Article 11Presumption of Innocence
No observable connection to presumption of innocence
ND
Article 12Privacy
No explicit discussion of privacy rights, data collection, or personal information protection
ND
Article 13Freedom of Movement
No observable connection to freedom of movement
ND
Article 14Asylum
No observable connection to right to asylum or refuge
ND
Article 15Nationality
No observable connection to right to nationality
ND
Article 16Marriage & Family
No observable connection to marriage and family rights
ND
Article 17Property
While critique could implicitly relate to fair compensation for digital visibility, this is not explicitly addressed
ND
Article 18Freedom of Thought
No observable connection to freedom of thought, conscience, or religion
ND
Article 20Assembly & Association
Medium Practice
Content does not explicitly address freedom of assembly or association
FW Ratio: 50%
Observable Facts
Comments section shows multiple readers associating around shared concern with Google Search practices
Inferences
The structural comment and discussion features enable readers to associate and form collective response to the article's critique
ND
Article 22Social Security
No observable connection to social security or cultural participation rights
ND
Article 23Work & Equal Pay
No observable connection to right to work or rest
ND
Article 24Rest & Leisure
No observable connection to right to rest and leisure
ND
Article 27Cultural Participation
No observable direct connection to participation in cultural life
ND
Article 28Social & International Order
No observable connection to social and international order
ND
Article 29Duties to Community
No observable connection to community duties or personal responsibilities
ND
Article 30No Destruction of Rights
No observable connection to restrictions on interpretation of rights
Structural Channel
What the site does
+0.50
Article 19Freedom of Expression
High Advocacy Practice
Structural
+0.50
Context Modifier
ND
SETL
+0.17
Substack platform structurally enables publication, distribution, and discussion of critical content without editorial gatekeeping; comment threads allow reader responses and dialogue
ND
PreamblePreamble
Low Framing
N/A
ND
Article 1Freedom, Equality, Brotherhood
Low Framing
N/A
ND
Article 2Non-Discrimination
Medium Advocacy Framing
N/A
ND
Article 3Life, Liberty, Security
N/A
ND
Article 4No Slavery
N/A
ND
Article 5No Torture
N/A
ND
Article 6Legal Personhood
N/A
ND
Article 7Equality Before Law
Medium Advocacy Framing
N/A
ND
Article 8Right to Remedy
N/A
ND
Article 9No Arbitrary Detention
N/A
ND
Article 10Fair Hearing
N/A
ND
Article 11Presumption of Innocence
N/A
ND
Article 12Privacy
N/A
ND
Article 13Freedom of Movement
N/A
ND
Article 14Asylum
N/A
ND
Article 15Nationality
N/A
ND
Article 16Marriage & Family
N/A
ND
Article 17Property
N/A
ND
Article 18Freedom of Thought
N/A
ND
Article 20Assembly & Association
Medium Practice
Platform enables reader association and collective discourse through comments and reshares; readers can form community around shared critique
ND
Article 21Political Participation
Low Framing
N/A
ND
Article 22Social Security
N/A
ND
Article 23Work & Equal Pay
N/A
ND
Article 24Rest & Leisure
N/A
ND
Article 25Standard of Living
Medium Framing
N/A
ND
Article 26Education
Low Framing
N/A
ND
Article 27Cultural Participation
N/A
ND
Article 28Social & International Order
N/A
ND
Article 29Duties to Community
N/A
ND
Article 30No Destruction of Rights
N/A
Supplementary Signals
Epistemic Quality
0.48high claims
Sources
0.4
Evidence
0.3
Uncertainty
0.5
Purpose
0.8
Propaganda Flags
3techniques detected
flag waving
Subtitle uses 'Make Search Great Again' pattern, employing familiar political slogan rhetoric
loaded language
Exclamatory 'SAD!' and dismissive tone ('or just kill it') frame issue emotionally rather than analytically
exaggeration
Absolute claim that payment is necessary to rank ignores nuance, exceptions, and algorithmic complexity
Solution Orientation
0.05problem only
Reader Agency
0.1
Emotional Tone
cynical
Valence
-0.5
Arousal
0.6
Dominance
0.3
Stakeholder Voice
0.282 perspectives
Speaks: individuals
About: corporationindividualsworkers
Temporal Framing
presentshort term
Geographic Scope
global
Complexity
accessiblelow jargongeneral
Transparency
0.50
✓ Author✗ Conflicts✗ Funding
Audit Trail
1 entries
2026-02-28 08:57
eval
Evaluated by claude-haiku-4-5-20251001: +0.25 (Mild positive)
build d1f8d9e+mpqz · deployed 2026-02-28 11:28 UTC · evaluated 2026-02-28 11:41:14 UTC
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