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To illustrate the view that Google's search engine could be subjected to manipulation, Google Watch implemented a Google bomb by linking the phrase "out-of-touch executives" to Google's own page on its corporate management.
The page ranking algorithm of Google can and has been manipulated for political and humorous reasons.Chris Beasley, who started Google Watch-Watch, disagrees, saying that Mr.Brandt overstates the amount of discrimination that new websites face and that new websites will naturally rank lower when the ranking is based on a site's "reputation".According to Joe Wilcox of Microsoft-Watch, Google has increased its dominance of search, becoming an information gatekeeper, despite the conflict of interest between information gathering and the advertising surrounding that information. The European Commission, the European Union's executive arm, opened a formal inquiry into Google in 2010 over concerns that the company was abusing its dominant position in search.The commission laid out its main points in May 2012, and early in 2013 Google came back with an offer to change its practices in certain search categories, hoping to settle the case and avoid a protracted antitrust inquiry. Senate antitrust panel in September 2011, Eric Schmidt, Google's chairman, said that "the Internet is the ultimate level playing field" where users were "one click away" from competitors.
In late May 2012, Google announced that they will no longer be maintaining a strict separation between search results and advertising.