Originally Posted by u-Bob

Google can do whatever they want with their own property (as long as they don't cause damage to someone else). Their site, their serps, their algo,...

If you don't like what they are doing, stop using them. Stop using their search engine (If you like the quality of the results, but still want to boycott them use scroogle.org). Stop using their free services (they still make money of the ads they display and the information they collect).