It is different for those who look to Google to provide advertising revenue to those who are looking to sell something directly, but in the end we are all reliant on visitors.
I think that eventually users are going to reailise that they are just being fed ads and large company search results from Google and that they will want more than that.
It will not happen overnight but I feel that Google has lost the plot in terms of delivering quality search results because they have taken it too far and instead of creating the level playing field they have spoken of, they have removed the smaller sites from search results or at least pushed them so far down that they can't be seen.
History will decide, but in trying to make decisions for users (personal and local search etc) I reckon they are trying to think for their users and users want to think for themselves and will slowly move away to alternatives.