Google stepping on my toes: Ads in Google Play searches, how am I affected?

I guess Google woke up yesterday and smelt the coffee. Then it went out for a walk to smell the grass. Google then went further down their lane to the shops and got themselves some bacon and bread. As Google was stepping out of the shop, a brick magically dropped from the sky and hit it in the head. And a realization came to Google, that they have the most popular app on Android, the Google Play market app! Who cares about the brick right? Show me the Money! Google, the big G, is now onto apps advertising business ! Welcome buddy! Note: If you're gonna tell me that they been in ads all this while, please, just let me be dramatic a while! So searches on Google Play would start showing ads in them. Well, it is their eco system after all, they should have the rights to make money from it. My biggest annoyance with this really is that app discovery is about to get a hell of a lot tougher ! Already its tough getting ranked, throw in a few more ads in between the search