When I saw that "funny" mockup of Google and the phrase "where are my fucking keys" - and google returns "on the fridge, where you left them dipshit" - I honestly thought this is where it is headed.
Google has made no secret of wanting to control the entire Internet experience for a user from content down to how you access that content. They have both sides of the market cornered, from a user and a webmaster's perspective.
They control most of the advertising, and they control (directly through analytics, or indirectly through adsense tracking) your website statistics. They know where a user goes to, and from, they know which sites. They know what you search for. If you've actually read the adsense terms, you'll know they tell you they use all the information they have on you to target advertisements...ON ANY SITE.
If you search for "buy a cadillac" and you then go to another website, if the cadillac ads are permitted to run on that site, it is likely you'll see them, or other ads Google has specifically targeted to you. It is no longer the job of the webmaster to do this.
I like Google, but the amount of information they have, if they DID decide to be evil, they would be the WORST company, because Microsoft holds absolutely nothing compared to what Google has on you.