Search, in short, should appear to be like Caesar’s wife, above reproach. When using its algorithmic wizardry to deeply integrate social information into its search experience, it behooves Google to avoid even a whiff of bias. With SPYW, though, the odor is unmistakable. No matter how you cut it, the search engine now increases the value of participating in Google+. It may be Google’s right to do this. But it also may turn off a lot of users. And it also provides ammo for Google’s detractors, including those in Washington.
I see two risks in this regard. First, the trust issue that Levy outlines above. Second, visually, their results now look more cluttered.