Being ranked #1 in a Google search for &#x27;calendar&#x27; does mean a lot. Also, let&#x27;s say they are penalizing themselves, but the penalty isn&#x27;t enough to change their ranking. Why, then, would they claim that they are making this change because it&#x27;s better for users to not have these ads but to still run these ads themselves?<p>&gt; Our analysis shows that it is not a good search experience and can be frustrating for users because they are expecting to see the content of the Web page.<p><a href="https:&#x2F;&#x2F;googlewebmastercentral.blogspot.com&#x2F;2015&#x2F;09&#x2F;mobile-friendly-web-pages-using-app.html" rel="nofollow">https:&#x2F;&#x2F;googlewebmastercentral.blogspot.com&#x2F;2015&#x2F;09&#x2F;mobile-f...</a><p>This would imply that they know the experience is bad for users, they know that the penalty won&#x27;t hurt their ranking, and so they will continue to show the bad experience regardless? That&#x27;s just as bad as them not penalizing themselves for the full page ad.