It's an occurrence nearly as old as AdWords; Google advertises its own sites on top of Google web search results.
Google "cheats" because they show ads for their own, competing web based collaboration products for search queries like intranet, spreadsheet, documents, calendar, word processor, email, video, instant messenger, blog, photo sharing, online groups, maps, start page, restaurants, dining, and books (I can't see the ads in Germany, by the way, but 
55 Ways to Have Fun With Google, shares his views & news on the search industry in the daily
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