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I guess it is just like a TV channel that advertises it's own shows or a magazine that highlights new issues. So I really can't question that practice.
Could you sue Google if they closed their SE? Then no one would get their sales.
Truth is, Google can do what it likes with its editorial opinion. The fact that it is algorthmically determined is beside the point. Promoting their own services just means they are a business- that's what businesses do.
It seems like the human element may be pretty big and the algorithm is given a bit more credit than it really deserves.