When they show the content to free for google, that implies to me that the content is not behind a paywall. Showing different things to Google and to me is deceptive. It would be like a manufacturer someone finding out where Consumer Reports buys their test cars, and sending special high quality cars there, while selling the rest of us normal crappy cars.

yes, but to extend the metaphor, it's as though they offered a reporter free icecream and tricked him into writing a piece about it in the paper, rather than purchasing an ad.