EditorialGuy - 12:35 am on Jul 7, 2013 (gmt 0)
There is a good chance that those top 3 results either belong to the same site or belong to 3 different sites which belong to the same owner. I.e consumers clicking on any of the Top 3 results might end buying from the same company.
True, and in the offline retail world, a customer going downtown or to a mall might shop at Gap, Banana Republic, and Old Navy, which are owned by the same company. From the customer's point of view, that's just fine, because each is a different brand.
Similarly, Joe and Jo User couldn't care less if the top three organic results in Google Search are from three different sites that happen to be owned by the same company. They might be annoyed if the top three results are from the same site (or clones of the same site), but that's a different kettle of fish entirely.