Is Google trying to play both side of the fence?

Well the answer to that question is no, as far as they say. There plans are to sell the Performics SEO/SEM part of the major business Double Click they recently purchased to a third party. Still, there are some conflict of interest being that who is the third and are they still a part of Google in some shady way? You be the judge....For more info check out Performics SEO/SEM Section to be Sold by Google