I agree to a certain extent, but I would give the "basic" users more credit for knowing the staples of the Internet and their uses. For instance, if the basic user wants to find a book to buy online, my opinion is that he or she will likely first hit Amazon rather than Google. Same goes for CNN, eBay, other major sites.
Since Florida, however, results from sites like Amazon have drastically jumped in ranking for *major* keywords. As a search user, I personally find it a bit annoying to have to weed through results like that now to find what I am looking for. I consider my engine of choice to be there to help me find CONTENT-BASED WEB SITES. If I want a book, I know how to get to Amazon.
Amazon does deserve a fair shake, but this is where something like Froogle should come into play.
Sorry for picking on Amazon, but it's really supposed to just represent the average super-site. There are other examples I have seen where you could swap Amazon out for eBay, so on.