"Brands are how you sort out the cesspool."

That line came from former Google CEO Eric Schhmidt about Google's plans to use brand signals in algorithmic ranking factors.

Google's preferential treatment of brands in both organic and paid search results kills small-businesses and strengthens giant companies like Walmart and Amazon.

In natural search results, this manifests as an algorithm built around brand signals. In paid search results, Google allows large brands to advertise for search terms and products that other small companies are prohibited from targeting.

That's not only unfair and anticompetitive, but will create an e-commerce landscape where a handful of mega corporations dominate and small businesses simply can't compete. Tell Google to stop contributing to mega brand monopolies.