It would be helpful to the Google user if Google could somehow make an easy delineation between the website of a particular service provider and those sites which clone or spoof the original website in search of a commission or so called "service fee." The hotel industry consumer suffers rampant abuse by Spoof Sites that pay for optimum placement of their ad over the actual providers thus confusing the consumer. I've seen hundreds of complaints on one particular firm out of Dallas that was founded by a couple of the founders of Priceline. The international web they've built is amazing thriving on deceptive trade practice. In the end, who wins? The spoofer, Google, The hotel, The credit card company. In the end, who loses? The consumer. There has not been adequate regulation of the internet. I won't judge Google. Perhaps other search engines favor the consumer's welfare over their own.
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