Perhaps this is the most ethical thing we can do. Be maximally transparent about how x, y, z benefits you. Perhaps Google can be improved (not by changing their algorithm), but just being more transparent on how their algorithm works, and why it works that way (to maximize advertising revenue). Google could do this without giving away the secret sauce of their search algorithm, but could be more transparent about their method, technique and approach. To become less sneaky.

Maximal transparency about your intentions

Ironically enough, when you’re 100% transparent about your personal and selfish motives, you actually build and garner more trust.