I really don't get the "fairness" rules, it's like Hoover designing a new all singing all dancing vacuum cleaner, and it being deemed it's too good and they must share the patent with their competitors to give them a "fair" chance.
Markets should be allowed to sort themselves out, if Google decide to put themselves ahead of genuine results, which flies in the face of what consumers want, then eventually they will fail as people move elsewhere for better results.
Why should a company (company A) who have invested their own time, effort, money, and knowledge into making something that is hugely successful be tied back by a bunch of paper shufflers who are, lets be fair, being paid to do it by company A's competitors.
