Earlier quoted context omitted.
It's perfectly reasonable to decline calling something a "product" if it doesn't make money. A widget company might produce a lot of memos in its daily operation, and might have its own cafeteria that produces food for its employees. But I think most people wouldn't count lunches or memos among the company's "products," no matter how good they might be.
Not even close to being the same thing. Google does search. That's what they are known for. Advertising is how they monetize search (which incidentally came long after they launched their search engine). Only us geeks with an axe to grind would associate Google with advertising before search. Would you call a site like Daring Fireball a site that specializes in thoughtful essays on technology? Or a site that tries to…
IMO, Emacs is one of the best pieces of code that the FSF makes, but there's an important sense in which it's not accurate to call it a "product" of theirs.
Google sells advertising space to advertisers, while they give away search and maps to the users to facilitate the selling of said advertising. (GMail is an exception because they offer business products built out of GMail.)
The fact that search might not be considered a product need not reflect a value judgment. Either way, it is a very nice service they provide.
But when people refer to Google as an advertising company rather than a search company, they are correct from a business standpoint. Likewise, many media companies -- whether like the New York Times or like Daring Fireball -- have always "really" been in the advertising sales business. (Though some, like the Times are also in the content sales business.) Those companies obviously take great pride in the content they produce that draw the eyeballs to those ads, but it wouldn't be a viable business if the content was all they did.