Google Ads in Google AdWords?

Google AdWords is a service that allows users to increase the popularity and number of visitors of a site by placing ads on Google's index that will be displayed for specific terms.
In the last days, the AdWords users advanced an idea that sustains that Google uses its service to advertise the company by placing Google ads in the search results.

Today, Walter H., from Google Marketing, posted a message on Google AdWords blog to respond to the speculations and to offer an official statement.

"Being rather proud of AdWords as a means to effectively advertise one's products or services, it seems natural to use it ourselves. Since it's a common practice across the industry for companies to promote their own products and services through their own web presence, there is much precedent to do this.

It's important to note, however, that our ads are created and managed under the exact same guidelines, principles, practices and algorithms as the ads of any other advertiser. Likewise, we use the very same tools and account interface," he said.

Personally, I don't see any reason why a user can be upset because Google is placing ads on the index. It's obvious that the company is using its service to increase the popularity of the search giant but, remember, they are organizing their accounts under the same guidelines and Terms of service.

The Google employee also added that the Quality Score is evaluated in the same way like any advertiser, without gaining advantage or other bonuses from AdWords service.

Even if Walter H. mentioned that "there are no algorithm changes to 'smooth the way' for Google's ads -- and the accounts of 'competing' advertisers (should there be any for particular keywords or Ad Groups) are never referenced in any way", it's obvious that the company can implement all the secrets of the service to gain more popularity because, who knows a better service than Google's?