It is most certainly nefarious.
It is one thing to use google to sell sunglasses it is quite another to use taxpayer money to force a government takeover of healthcare. The Andy Griffith ObamaCare commercial is another example of this absurd abuse.
No one believes factcheck.org, fightthesmears, Obama nor any one associated with him. So they are being sneaky and it is even beyond politics; it is abusive manipulation to force propaganda.
This is ludicrous!
http://www.politico.com/blogs/bensmith/1210/HHS_buys_ObamaCare.html
But if we're going to allow them to advertise at all, then I don't see how these Google pay per click ads are any different at all