Simsi - 9:55 pm on Oct 24, 2011 (gmt 0)
It's really a partnership between website owners and google
It might have started life like that but like everything in commerce, it comes down eventually to supply and demand. Simply put, there are lots of webmasters who can supply stuff and there aren't many companies that can supply the traffic we require.
Google holds the cards and - just as any of us would do in that situation, especially when you have shareholder pressure and it's not really your decision anyway - they try to maximise the value of their service.
It's a fun distraction arguing why it's supposedly unfair but bottom line is you simply need to find ways to adapt your business and among all the fluffy stuff in this thread there are some good posts on that score.
As an aside, made me laugh the other day when a co-worker who spent years trying to convince me to use Mozilla to help defeat the evil "Micro$oft" started explaining why I should use Bing to help defeat the evil Google :-)