Google's competitors argue that Google designs its search display to promote Google 'products' like Google Maps, Google Places, and Google Shopping, ahead of competitors like MapQuest, Yelp, and product-search sites.

Google pays advertisers based not just on payment per click but also by number of clicks. The interplay between the two sets the prices, so a government-regulated price for 'equal access' might be difficult to set.

Anyone unhappy with Google can use other search engines - including DuckDuckGo and Blekko, along with Bing or Yahoo.

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