It would be harsh to call this naive, but it shows a serious lack of SEM and SEO knowledge. Ever heard of "paid placement"?
Many years ago when Digital's AltaVista was our main search engine, it was becoming loaded down with paid placement.
The results were polluted.
Google eventually became the "clean" solution.
But now it's Google that is loaded down with all sorts of commercial crud, much of pointing to Google acquisitions.
And paid placement, among numerous other strategies, new and old, still exists.
The simplicity of millionshort is brilliant.
Filter out the crap.