Can be considered that Google is discriminating at the retail level? Stores neutrality?

The Guardian denounces a conduct that may be affecting a kind of neutrality. There is a clear discrimination against non Google shops. Stores neutrality? Pursuant to Whitt this cannot be treated as neutrality, as this type of intervention can be only focus on the first layer of the network (infrastructure).

http://www.cardozoaelj.com/wp-content/uploads/2013/08/Whitt-31.3.pdf

http://radiobruxelleslibera.wordpress.com/2014/04/09/net-neutrality-and-search-neutrality-a-new-frontiers/