Eschatonic - 7:43 am on Mar 28, 2011 (gmt 0)
To build on luke175's point with an example:
For an affiliate campaign where we have been given authorisation to bid on brand terms, it's astonishing how many searchers genuinely believe that we are the real company because they don't actually read things like the URL or the page title. We're not even trying to mislead - they just search for branded keywords and then assume that the results they get are "accurate".
Fundamentally searchers in general are not very sophisticated, so regulating to the lowest common denominator is probably a good idea.