We are all for Net Neutrality, but what about Search Neutrality?

Google is making a strong public lobby for net neutrality. The same is eBay doing. For those who care, I am for net neutrality too.

But if we declare the net as a neutral channel that cannot be modified by commercial interests, shouldn't we think in doing the same with search companies?

If AT&T cannot ban Google for a commercial sake, due to net neutrality; why can Google ban AT&T site from its index if they want, without giving any further explanation? Isn't it a contradiction? Shall we think in something like "search neutrality"?

I am not sure, it is just a thought.