I think Google is in a tough position. The Algo and Adwords guys are really pushing for different outcomes. Things like the "Above the fold" algo are going to bite back at them, although they are good for the user.
The push for big brands could also be a threat for them in the long term. If the big guys could improve their internal search, people could probably bypass Google for certain queries. I read somewhere that a large percentage of shoppers are now searching directly on Amazon instead of Google. When looking for info, I'd probably go to Wikipedia and search there if their internal search wasn't so terrible.