> Google made algorithmic changes to its search results that favor big businesses over smaller ones, and in at least one case made changes on behalf of a major advertiser, eBay Inc., contrary to its public position that it never takes that type of action. The company also boosts some major websites, such as Amazon.com Inc. and Facebook Inc., according to people familiar with the matter.
Of course the exact nature of changes and boosts remains unknown but that's just underlines the need for transparency.
An "algorithm" still implies human intent. Heck, even a blacklisting system is still a form of an "algorithm." Even if each changes to the algorithms Google have made in the past may be justified, the public can't make an informed decision about it if it's not transparent about what it actually does.
Of course the exact nature of changes and boosts remains unknown but that's just underlines the need for transparency.