It's arguable that queries like [southwest airlines] are even a search. The vast majority of instances are probably URL-illiterate users merely trying to get to Southwest Airlines' web site. (And Google must know rather precisely just how many.) For these users, search is really operating as a natural-language alternative to DNS so such a clickable banner will help them get there.
If Google would only show Southwest Airlines ads when I searched for [southwest airlines], I might agree. But they won't - they'll let Delta, Orbitz, or anyone else buy that spot (if Google's behavior with other flavors of AdWords is any guide).
Its an ad. No need to rationalize it away as actually being a good thing for the user. Its just a (huge) ad, which hopefully (for Google) won't damage the utility of their product enough to drive too many users away.
If Google would only show Southwest Airlines ads when I searched for [southwest airlines], I might agree. But they won't - they'll let Delta, Orbitz, or anyone else buy that spot (if Google's behavior with other flavors of AdWords is any guide).
Its an ad. No need to rationalize it away as actually being a good thing for the user. Its just a (huge) ad, which hopefully (for Google) won't damage the utility of their product enough to drive too many users away.