They don’t have to list anyone… Google is no different than the old “yellow pages” was... There isn’t anyone near them and unlikely to be so for the next few years they have the monopoly.. They don’t care about generics, emd or biting the hand that feeds them if they don’t capitalise on it that wouldn’t be good business.. If they do there likely to quicken the rise of a competitor but there be leaving with pockets stuffed full of cash…Google can't devalue EMD that much or some people wont even rank for their own biz name and google would be getting sued.