My interpretation is that "they" want users to think that Google == the web. Which isn't too ridiculous a target, given many already think that the web == the Internet.
As the saying goes, when Google splits from the rest of the Internet, which side of the split will be the Internet?
nothing wrong with linux-based making money on referrals, but they really ought to be upfront explicit about it. and an easy opt-out is always a nice feature, (which, for now, Ubuntu apparently has)