It seems pretty reasonable to me that Google shouldn't be permitted to give favourable ranking to its own commercial enterprises in its search engine, given its dominance of the market.
A good parallel would be the situation with British Telecom (BT) in the UK. BT own the phone network, and sell capacity on their IP network to ISPs, but are themselves also a large ISP. They are not permitted to give their own ISP commercial terms that are more favourable than those they offer to other ISPs.
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