I understand that Google determines which hits will show up at the top of the list, in part by how many times they were clicked by people making similar searches before. (And in greater part by kickbacks, sorry, advertising fees.) The problem with this is that if it comes up on top, you're likely to click on it anyway, but there is no way to unclick it if you find out it's not what you want. It becomes a self-fulfilling prophecy. What is needed is a way to tell Google, No, this isn't what I needed after all. Don't count my click. Actually what is needed is some competition. We have a de facto monopoly situation, and that's rarely good for business, let alone people.
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