Fair question; I guess petty was the wrong word. Also, after youtubing 'scroogled' to make sure what I'm about to say is accurate I found there are other scroogled ads that don't irk me as much.

The ad I've seen the most criticizes gmail. The guy says "these ads just showed up" and the woman says "ACTUALLY,...", and, personally, when someone corrects a person by starting out with that heavily emphasized "ACTUALLY..." it sounds really smug.

The first round of 'scroogled' criticized google for promoting paid results in their google shopping portal - the exact same thing bing does in their shopping portal.

The second round criticizes the use scanning of gmail messages to display context-sensitive ads. A slightly more fair criticism, but not exactly something google makes a secret of.