This means that in terms of hardware, you can build your own google, then you get to decide how it rates things and you don't have to worry about ads and SEO becomes much harder because there is no longer one target to SEO. Google obviously don't want you to do this (and in fairness google indexes a lot of stuff that isn't keywords form web pages), but it would be very possible to build an open source configurable search engine that anyone could install, run, and get good results out of.
(Example: The piratebay database, that arguably indexes the vast majority of avilable music / tv / film / software was / is small enough to be downloaded and cloned by users)