08 Jun 09 Is Search Engine Optimisation Killing search

Is Search Engine Optimisation Killing search . Most terms these days have someone or some company trying to move them up the natural rankings . So my question is . Are googles search results actaully worthwhile in terms of search quality ?

At the moment most people realease adwords are just that ads . But the natural results are starting to turn into this as well . When people realease this what will Google do ?