I think that this paragraph from the appendix is the real gem:<p><pre><code> Currently, the predominant business model for commercial search engines is advertising.
The goals of the advertising business model do not always correspond to providing quality
search to users. For example, in our prototype search engine one of the top results for
cellular phone is "The Effect of Cellular Phone Use Upon Driver Attention", a study which
explains in great detail the distractions and risk associated with conversing on a cell
phone while driving. This search result came up first because of its high importance as
judged by the PageRank algorithm, an approximation of citation importance on the web [Page,
98]. It is clear that a search engine which was taking money for showing cellular phone ads
would have difficulty justifying the page that our system returned to its paying
advertisers. For this type of reason and historical experience with other media [Ba2dikian
831, we expect that advertising funded search engines will be inherently biased towards the
advertisers and away from the needs of the consumers.</code></pre>