If Google was simply a provider of information then the answer would be that those are one and the same. But they obviously are not. One conflict that already provides an irreconcilable conflict of interest is the fact that they are primarily an advertising company - and the world's largest one at that. There are countless other issues that could also be brought up to emphasize conflicts of interest, but that's not really necessary. That their primary business is selling advertisements creates too large of a conflict of interest to ever expect "customized" search results to be anything but manipulative.