I read the article, and obviously Google isn’t as good at filtering out overly optimized anchors as they claim. But I don't understand how this favors big brand

I read the article, and obviously Google isn’t as good at filtering out overly optimized anchors as they claim. But I don't understand how this favors big brands over little ones (other then the fact that big brands probably have more money to throw at people to write the overly optimized anchors in the first place)?