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Well, who needs ads when there is "paid inclusion"? Google has established "pay to play" vertical search engines for most profitable industries like travel, ecommerce etc. There are barely any real organic results on Google, most of them are below the fold. The "knowledge graph" means you do not even have to click organic results, Google takes crowdsourced content and displays it on Google itself. By now Google is not a real search engine anymore, it's more a portal like in the early days of the Web. As they have the monopoly for search almost everywhere in the world the profits are growing.