Google (and Bing and Yahoo!) don't 'owe' any company traffic. If a company has to spend more on advertising on Google, in addition to investing in search-engine-optimization, that is not a violation of any law.

If a company is not a monopoly, then the law assumes market competition can restrain the company's actions. No problem. If a monopoly exists, but the monopoly does not engage in acts designed to destroy competition, then we can assume that it earned and is keeping its monopoly the pro-consumer way: by out-innovating its competitors.

I'm all in favor of the FTC investigating companies when it believes there is proper cause to do so. An investigation, however, can lead to political pressure to bring a case, even if such a case is unwarranted.

Marvin Ammori Quotes