im not sure what adverts have to do with the quality of what im searching for? I can only think that adverts and all the other 'poor quality' signals would be important if the focus was no longer about finding the best actual content for a search on a single page. Personally thats all I care about, the one page with what im looking for. I dont care if the information i want is to be found on the only quality page (whatever that may mean) out of a site that has 1000 other pages all of which are low quality. I dont care if there are 50 ads before the content if the content on that page is the best for what im searching for. But then when i search i also want all the returned sites to be tightly focussed for my search, not just the top 4 and then more and more diverse on loosely related tangents. But then i guess im just a die hard old timer!