When a user Googles any search term, they do so with the confidence that Google's results are at least a best-in-breed attempt to bring them to the most relevant information on the topic. That has been the promise of the Google brand -- and to a large extent all major search engines -- since the search giant arrived on the scene a few years ago. But a recent clash at an industry tradeshow panel highlights a growing conflict with respect to Google search.

On the one hand, Google makes some money by organizing the web according to natural search results. But on the other hand, Google could be making far more money directing traffic to Google-owned properties like YouTube. The extent to which one believes Google's algorithm is geared toward doing the latter is often what dictates the answer to a nagging question for the search giant: Is Google a media company?

According to ClickZ coverage of a recent Search Engine Strategies panel, John Battelle, CEO of Federated Media, blasted Google for playing favorites.

"You guys are becoming a media company and let's call it that," Battelle said in response to claims of neutrality made by Jack Menzel, project manager for Google's Universal Search.

Battelle then took the discussion to his blog where he directed some pointed questions to Google.

According to Battelle, Google may very well become the next Yahoo -- though it may never admit it -- because its search results may disproportionally favor Google-owned properties.

"Why when you search for stocks does Google Finance come first? Let's be honest here. It's not because some neutral algorithm chose Google Finance," Battelle wrote. "It's because Google owns that data. Google's representative admitted as much on our panel today."