[stordoff]

My way of looking at it has always been there is no such thing as organic search results (other than that the organisation in question did not have a hand in choosing to put it there). The aim is, presumably, to return quality sites, which always involves a subjective judgement - there is no intrinsic or natural ordering of a set of sites (other people could choose to rank them differently). Whether it's writing an algorithm that results in those sites being at the top (which _must_ be rewritten if returns certain sites otherwise it will be gamed), a more direct choice, or a combination of the two, there doesn't seem to be much difference. The algorithm serves to scale Google's subjective opinion, and they will always boot out sites they don't think are of sufficient quality - it enables them to return sites that they may not have hand-judged, but I've always assumed it is trying to approximate what would be returned if they _did_ check every site.