Why is it Google's responsibility to administer all this? They have a published algorithm that is intended to maximize fair play on the web. If you don't like that algorithm find a way to buy off the other search engines for paid placement.
Setting "don't be evil" aside, Google's only responsibility is to Google.
But here's the rub. Google's product is its users' attention. If they bias their search results enough, (maybe) they lose product inventory.
How much is "enough"? Probably much more than filtering WSJ.
But IMO bias in a search engine – a presumed oracle of truth – is evil. So there's that.