Within the industry we have all known the undeniable fact that an established search engine will always earn more from crap organic results than good ones. There is no direct monetisation from someone clicking on an organic SERP, whereas there is a hell of a lot of money to be earnt if a searcher clicks on an Advert. The worse the SERPs the more likely a searcher is to click on a advert, as (truth be told) most of them are pretty relevant.
It may be simplistic but it's still a fact. What Google (and to be fair here, Yahoo, MSN and Ask too) is need to be wary of is when the mainstream media start writing about these facts.
My favourite, El Reg, have a piece about exactly this issue. Google -v- Microsoft and how crap SERPs equate to more share holder income.
The title at The Register says it all.
The worse Google gets, the more money it makes?