[viraptor]

> Does it actually affect people negatively if the result is a positive online user experience?

More and more the positive experience is disputable. Both for users (result quality keeps falling) and advertisers (they're the ad exchange that matters).

> The world runs on Google and forcing that to change seems like a step backwards at first glance.

That's the monopoly part. There's more candidates who will get increased use if Google's search-ad feedback loop goes away. Every time someone too big to fail is finally broken up, we get a small step backwards... ideally we get a big step towards as a result.