Search engine a commercial entity shocker
I'm sure there's some apathy in search engine use, but if someone is currently not happy enough with what google (or Bing or whoever else) is providing then not that difficult to use a different search engine.
Back in the day, Google came from obscurity to be widely used partly via "word of mouth" - more tech savvy people recommending their friends / relatives gave this "new" search engine a try and see if they liked it better than "Ask Jeeves", "Yahoo" or whatever they were using at the time.
Must say I cannot recall ever seeing Googles own "shopping comparison product" in general search results - any price searches I try just bring up the retail / price comparison sites I would expect (depending on search query used) & nothing that looks particularly Google branded.
I have seen a separate shopping "tab", that resembles Amazon layout quite a lot, but would not regard that as "general results", I would assume that tab was skewed in some way, be it giving preference to Google advertisers, sites that pay for referrals that lead to purchase or even just to sites that expose useful APIs to allow product price data to be accurately obtained instead of using screen scrape.
If users are unhappy with Google they can vote with their feet.
If I went into a Ford car dealership I would expect them to try & sell me a Ford, not suggest I nip down the road to the Vauxhall dealership.
Given that a search engine is a commercial entity, if I choose to use their services then I'm aware there may be flaws / bias.
Caveat, I use Google directly for search sometimes (& quite a lot indirectly as often use metasearch engines such as dogpile as a lazy way to get results from multiple search engines the easy way).
Given EU cash splashing enthusiasm, maybe they should fund an ideologically pure search engine with no commercial contamination if they are so bothered