Quoting the New York Times: The goal ... is not so much to change the minds of hard-core believers, but to provide a rebuttal -- the kind that would show up in a Google search -- to persuade other people to steer clear of this idea. Steven J. Davis, a climate scientist at the University of California, Irvine, said he had the idea for the study after a conversation with a salesman at a mattress store. When the man found out what he did for a living, Dr. Davis said, "he had very serious questions about what we were going to do about the chemtrails problem." That darn salesman! Look what you did! Dr. Davis said that when he got home he searched the internet for peer-reviewed studies on the conspiracy theory, but found none.
So the plan is for a survey (called "a study") of 77 scientists to be highlighted on Google such that newcomers to the chemtrails issue will be dissuaded from looking into it. Note that the "peer-reviewed study" is a SURVEY, and the only thing that could have been peer-reviewed would be that such a survey was indeed done -- rather a flimsy undertaking, which does not qualify as "science" per se. Thanks to the powers that be and Google, this study will now pop up EVERYWHERE! Read more here and here.