Algorithms embody rules that decide which information is “best”, and how to measure it, and search competitors ought to be free to sort in different ways.
Clearly defining which of any product or service is best is subjective. "Yet in our view, the notion of 'search neutrality' threatens innovation, competition and, fundamentally, your ability as a user to improve how you find information," Google VP Marissa Meyer says.
Ironically, Google does not take the same view where it comes to other partners in the Internet ecosystem, though. Fighting to retain or gain as much advantage as possible within the ecosystem is normal. The irony is that the "freedom for me, regulation for thee" stance can backfire. EC regulators might decide it is Google that requires regulation, not other participants in the value chain.
In all likelihood, the whole ecosystem would be better off with a "lighter touch" that lets clever developers and entrepreneurs, and the consumer response to new products, sort most of these issues out, most of the time.
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