It goes on to say that this might change, and proposes a way to balance the interests of the search and ads teams, which are at odds, with search worrying ads are pushing them to produce "unnatural search experiences to chase revenue."

"Unnatural search experiences to chase revenue" is a thinly veiled euphemism for the prophetic warnings in that 1998 #Pagerank paper: "The goals of the advertising business model do not always correspond to providing quality search to users." 

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