Visibility vs. Control in a Cut-and-Paste Online World

It is a contest between two large industries — the distributor (search engines) or the producer (newspaper publishers and other content producers):
Newspaper publishers and other content producers have a complicated relationship with giant search engines like Google and Yahoo. They simultaneously try to curry favor with these sites, hiring people known as optimizers with magical incantations to make articles show up high on the results pages and drive traffic, all the while grumbling that maybe, perhaps, it isn't fair for the search engines to make copies of their material — so that it can be searched or appear on aggregation sites [...]

Is greater visibility more important than control, or is it the other way around?
How much copying is fair use by search engines? [...]