What really kills me is that Google claimed previous papers weren't up to their standard, but then ended up citing them in later papers that they've had press events around. It's really unfortunate that so much of our science is being done at large companies rather than universities, since the companies have a bias towards their bottom line which keeps them from publishing things that might damage that.
That would be the norm especially if your research paper is focused on new technology. For example you would write Herbet et co, in Journal Blah found results of X with method Y. However method Y has flaws of A, B, and C...
Even if a pervious study was utterly stupid in your opinion, if it's been widely publicized you still need to talk about it or else risk being accused of missing the basics.