Brin and Page were convinced it (Google) should be nonprofit and advertising free. “We expect that advertising funded search engines will be inherently biased towards the advertisers and away from the needs of the consumers,” they wrote. “The better the search engine is, the fewer advertisements will be needed for the consumer to find what they want…. We believe the issue of advertising causes enough mixed incentives that it is crucial to have a competitive search engine that is transparent and in the academic realm.
From The Filter Bubble You can still find the quote in the paper on the Stanford Infolab site: http://infolab.stanford.edu/~backrub/google.html Appendix A is particularly interesting, almost presaging the havoc that Google can cause/(probably) is causing, now that it is an advertising-funded search company.