Just skimmed through it but the main thesis seems blown out of proportion IMHO; Google still works very well (read: better than all its competitors), what bugs

Just skimmed through it but the main thesis seems blown out of proportion IMHO; Google still works very well (read: better than all its competitors), what bugs me a bit is that it tailors result to my previous history hence if I look for something that is different from what Google is expecting from me results won't be _that_ good. There's also to consider the fact that people have learned how to game the algorithm through SEO techniques and that's not a problem with Google itself but it something that could be applied to every search engine (at least with the underlying Information Retrieval theory that we have now).