Unwanted by whom? The reader? If you don't want google as an intermediary you can just... not use them. If you want to search but not have an intermediary, you can just run your own search engine and index. The publisher? Again, if a publisher doesn't want an search engine to be an intermediary then they can always get their site delisted. Turns out that most sites don't do that, or do and then quickly revert back, so clearly they want Google as an intermediary.