A few decades from now, when someone writes up an HBS case study on Google, how will it read? My suspicion is that Google is going to treat us to a very painful object lesson: what happens to your business when you compromise the values of a beloved core product. Here's the thing: having the most complete, most accurate, most relevant search results means never having to say you're sorry. You can add ads, you can do…
Regarding your first complaint, I find that 90% of the time the suggestion for a different spelling is in fact the search I wanted. The 10% of cases where I was searching for something obscure do stick out in my mind more, but I'm OK with that. They've optimized for the common case, typos, which is a win overall. I haven't noticed any extraordinary synonym replacements myself, though, the stem's always been the same.…
The one thing that annoys me most these days, however, is that it also searches for "bike" when I type "motorbike"; I get endless irrelevant results about cycling in many longer queries. I recall other search engines in the past implementing cluster-based analysis to disambiguate homographs (with user selection on the SERP), but Google still isn't clever enough to fully figure out how "bike" means something different on motorbike-related pages than on cycling-related pages.