Google is centralized.
Well, there has to be a solution. Would voting system help? Several users will vote an alias down...
Actually, maybe a full-blown alias rating? For scammers, who don't trade honestly and stuff like that?
Something like a democratic Google Page Rank

It's still a center. Just another form. With construction of representative hirarchy (lazy coins and active ones) we can get exactly in "Google" scenario. I suposse it's not an option. Winners of any voting just get bigger than losers (winners'll decide and losers'll shut up). In decantralized network IMO there could not be winners or losers. Each peer, each coin are equivalent in real power (there's no more powerful peer than others, there's no more powerful coins than others) with some restrictions by opensourced protocol that real people agreed too: like locked coins or penalty for non-forging.