You may have missed this part of the article: The scariest part of this is that, if you sell something using the internet, regardless of whether or not you see

You may have missed this part of the article: The scariest part of this is that, if you sell something using the internet, regardless of whether or not you see yourself as a “local" business - or think you’re competing with Google - Google sees you as competition. Searching for “Camera" or “Buy a Dress Shirt" gets you a nearly identical split of screen real estate as that of “local" searches.