Excellira - 6:18 pm on Dec 28, 2008 (gmt 0)

Quadrille & buckworks, you bring up good points.

Who are the stakeholders in this ethics question?
1. Searcher
2. Search Engine
3. Web Site B

Do you include Web Site A (competitor) as a stakeholder?

It seems to me that it would boil down to intent. If the searcher were interested in obtaining the best product or service and is not brand loyal, then discovering alternatives may be a desired result. The search engine may benefit by providing useful results. Clearly Site A does not benefit.

On the other hand, if the searcher's intent is to specifically find the trademarked product/service then their needs are clearly not met and the search engine suffers as well.

Interesting discussion.