30. A service for searching comprising: receiving a user query from a user; after receiving said user query, performing a search based on said user query to produce results that are ranked, wherein said results comprise references to entities; contacting entities to determine whether entities in said results desire to change their rank in said results; charging entities that increase their rank; after charging said entities and changing rankings of said results, reporting said results with changed rankings to said user; and crediting entities that decrease their rank.
30. A service for searching comprising: receiving a user query from a user; after receiving said user query, performing a search based on said user query to produce results that are ranked, wherein said results comprise references to entities; contacting entities to determine whether entities in said results desire to change their rank in said results; charging entities that increase their rank; after charging said entities and changing rankings of said results, reporting said results with changed rankings to said user; and crediting entities that decrease their rank. 33. The service according to claim 30 , wherein said results are limited in number, such that only entities that are produced by said search are provided an opportunity to change their rank.