Brin and Page pretty much say it's inevitable that a commerical search engine will succumb to "evil". The only solution they present is an academic/non-profit run search engine.
Sorry for the offtopic, but Im interested in natural Language constructs like this way of using Hmmm. after a sentence. First I thought it was something from the Portuguese speakers, after more thinking I see maybe it is common of French speakers. Or maybe is common in the U.S. too, I have been there only few times. I found it very funny, and somewhat familiar. :ps: The wonders of having a search engine at anyone's hand.
http://infolab.stanford.edu/~backrub/google.html (scroll down to "Appendix A: Advertising and Mixed Motives")