The results are much better when searching for his full name used on his books: "Thomas M. Nichols" So, you're dismissing his expertise and calling him names (

The results are much better when searching for his full name used on his books: "Thomas M. Nichols" So, you're dismissing his expertise and calling him names ("Random McBlogger") because Google ranks him more poorly for Tom than Thomas. That seems like a data-point which supports his argument quite well.