If you are searching to buy something, what does it matter to the user, if they click on the top organic result vs the top adwords result.
The top organic result, got to it's position based on SEO and relevance. The top adwords got to it's position based on relevance, quality score, and what the advertiser is willing to pay.
To the consumer is should make no difference, in the user experience. Google please keep the soft white on white differentiation between paid and organic advertising, and get rid of that bright yellow "ad" logo.
Is Google is forced to identify advertising so blatantly, CTR is going to crash.