The future is bright, the future isn’t Orange (as the advert says). The future is YOU viewing documents as GOOGLE wants you to view them after having rewritten the content to suit themselves.
A recent patent application buy Google does just this. In short it is
A method of enhancing document browsing comprising:receiving personal information relating to a user;generating descriptive information based on a content of a first document and the personal information;identifying an additional document based on the descriptive information; and generating a second document that includes at least a portion of the content of the first document and including references to the additional documents.
Or in layman’s terms, they can grab a page, rewrite it to insert LINKS (paid adverts or otherwise) before you get to see it. In short, Google will ride roughshod over the advertising exclusivity agreements advertisers might have, or even WORSE would place advertising links to the COMPETITORS of the site owners!
This is not good, it is very not good, and the old ‘Don’t be Evil’ is becoming quite a joke of late.