Expedia is indeed the first result for "Expedia", after the 0-2 slots of advertising that may or may not be Expedia. If Google can't monetize the search results page, why are they obligated to provide the search results in the first place? Until Google recoups the costs by showing ads, the relationship between Expedia and Google is one sided: Google provides a lot of traffic to Expedia with nothing in return. How is that fair?