bobsc - 1:44 am on Aug 6, 2012 (gmt 0)

...Big Brands don't need exposure in google or bing or whatever, in other words should it be a better user experience to become search engines a tool for information instead of site maps of a, b, c or d sites?

I agree.
It makes no sense for Google to emphasize "brands".
If you want to buy something from Amazon(brand) - you won't search for that product/service on Google - you'll search for that product/service ON Amazon's(brand's) website.