[aeromusek]

> I am really surprised that big publishers are not bothered by this fact as much as I am.

I suspect they are just as bothered, but don't really have a choice about this either. Placement on the search results page is so valuable that Google holds a really big stick when introducing new 'standards' like this.

Just look how little of a typical mobile SERP is real 'organic' content now: http://imgur.com/UhNZvL2

[kuschku]

I did the same: Content that is NOT organic search results is marked on the right side in Google’s colors: https://s3.kuschku.de/public/serp_annotated_web.png

Notice how 2/3rds of the page is taken by the app’s own UX, and of the shown results, another 40% is taken by embedded content.

The page shows only 9 search results, and zero above the fold.