“Google likely alters queries billions of times a day in trillions of different variations. Here’s how it works. Say you search for “children’s clothing.” Google converts it, without your knowledge, to a search for “NIKOLAI-brand kidswear,” making a behind-the-scenes substitution of your actual query with a different query that just happens to generate more money for the company, and will generate results you weren’t searching for at all. It’s not possible for you to opt out of the substitution. If you don’t get the results you want, and you try to refine your query, you are wasting your time. This is a twisted shopping mall you can’t escape.”

It also says at one point that the substitutions are imperceptible to the user, although I think we ALL perceive that this is happening. You would have to be born yesterday not to realize that they longer return results for what you searched for. It also says it’s futile to alter your search terms, which I suspect we all knew as well.