Plus ca change
This is reminiscent of the court orders of half a century ago on airline availability search systems,
Those early, specialised, search engines had a start-up habit of favouring flights operated by the AVS engine's operator. Legal rulings forced them to be "objective" - to the benefit of all:
Passengers (via their travel agents who ran most of the searches) need only search one system to find all flights, rather than multiple ones.
The better AVS systems could outcompete those from smaller operators, and eventually consilidate a grip on the market; today, there are only a couple that matter.
Fairness of display as a route towards further monopoly? It worked for the airline search engines; looks like Google is learning a valuable historical lesson.