June 2004: "The way in which Freeserve displays advertisements on its search engine has been criticised by regulators in a ruling that puts 12 other British internet firms in the firing line"
http://media.guardian.co.uk/advertising/story/0,7492,1240739,00.html

vs

May 2002: "You may not realise this - and they certainly don't publicise it - but many engines, including AltaVista, Yahoo!, MSN and Lycos, now feed sponsored links into their hits. This means that companies can pay to appear near the top of the results."
http://www.mirror.co.uk/carolatmirror/carolmirrorhidden/page.cfm?objectid=11840312&method=full&siteid=50143

There's tons of public service value in good, clean, honest search. I think this is what Google means by not being Evil.