There is an old saying that freedom of speech only applies to the owner of the newspaper.
I think this apply here, fair engine search hits apply only to the owner of the search engine.
. There will always be favoritism, thinking that it will not happen, is just naive. A private company lives to make profit. Irrelevant of ethics.
I do however hate when government plays favoritism. When that happens, I see taxes for what they really are. An extortion payment. If you don't pay something bad will happen to you. Just like the mafia asking for payment for protection. Except that with the mafia you actually get protection,and with government you only get threats.