In some sense when people come to Google, that’s exactly what they’re asking for — our editorial judgment. They’re expressed via algorithms. When someone comes to Google, the only way to be neutral is either to randomize the links or to do it alphabetically. If we don’t have the ability to change how we rank things to try to improve the search engine, that goes right to the crux of everything.
Google engineer Matt Cutts, quoted in “The Panda That Hates Farms”, Wired
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