  Some critics, including Hinman (2005) and Noble (2018), point out that search engine companies are “answerable” to the paid advertisers who sponsor them. So, for many of these critics, bias-related concerns affecting the inclusion/exclusion of certain sites can be attributable mainly to the interests of paid advertisers. Google founders Brin and Page (1998, 18), who initially opposed the idea of paid advertisement on search engines, noted that it would seem reasonable to 