According to Daniel Lyons of Newsweek, the results to our searches on Google may not be as full/complete as we would expect. But apparently the results we get are more controlled than we think.
In Mr. Lyons article, "Why Google Faces Antitrust Scrutiny," he states, "...the real genius of Google was that it figured out that advertisers would pay to have their messages pop up when someone types in a keyword. For instance, a hotel chain might pay to show ads to anyone who types in "hotel in Phoenix." Those search ads now represent the biggest chunk of all Internet advertising. Google gets the lion's share, which has allowed it to amass such power that it may end up the target of a federal antitrust investigation."