It may be worth looking at Google's proposals to end the European ant-trust investigations. According to [abcnews.go.com ]
Google's solution works like this: when someone searches for "iPad" the top result would be a paid, labeled advertisement. Next would be a box containing results from Google Shopping, labeled as "sponsored" results. Below that, there would be a chance for three competitors such as Amazon or Priceline to advertise their results and logos, also labeled as "sponsored." Finally come the familiar plain-text Google results just that turn up "naturally." In the iPad example, the first natural result is the website of Apple Inc., which makes iPads.
In other words the organic SERPs are to be pushed even further down the page than before with big brands given a prominent display right under Google's ads. Those of us who depend on these organic SERPs need to read the writing on the wall.