A timely Google reality check from Steven Levy
Search, in short, should appear to be like Caesar’s wife, above reproach. When using its algorithmic wizardry to deeply integrate social information into its search experience, it behooves Google to avoid even a whiff of bias. With SPYW, though, the odor is unmistakable. No matter how you cut it, the search engine now increases the value of participating in Google+. It may be Google’s right to do this. But it also may turn off a lot of users. And it also provides ammo for Google’s detractors, including those in Washington.
In fact, some people are saying that Google’s move may trigger an antitrust action, and there’s already talk that the FTC is on the case. But you don’t have to get into legal issues to see why Google’s new product as it appears now takes the company into dangerous territory.