An interesting read, but I feel that he too greatly discounts the idea that Google is going after SEO results directly.
Taking the top 500 potentially commerical searches, and lowering the "SEO" filter until it nukes them off the top is good business. It will pump up adwords, it will help new companies / individuals to see traffic from Google, and will perhaps put a few SEO people out of work.
it could make SEO work worthless, if not all results are treated in a similar manner.
It could also be one of the next steps in the deconstruction / de-evolution of google into a less important search portal that no longer has the best results.
Alex
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