[solosoyokaze]

I don't see targeted search advertising as user friendly. A search engine should return the most valid results. As soon as you have sponsored results, there's a conflict of interest. What if the competitor to the neck pillow ad people actually have a better pillow? They should be the first result, but won't be since Google's interest is in helping advertisers, not the users of their search engine.

I don't think there's an argument where advertising is pro-user, since a service that focused on the user would return the best results for a search, not who paid for placement.