OK, I re-read the article with 'Joe Surfer' in mind. And yes I agree with some of the points it makes about the difficulty finding what you're looking for in a competitive area.
However, I still find the opening of the article quite inflamatory and do not really see the point in the conclusion of the article.
I actually do a lot of work in the travel industry and am familiar with all the significant players - yes it is beyond my skill/finances to have a top 10 listing for super competitive KWs, but the companies that do are often built by small companies not coorporate giants as suggested.
The other point I found particularly irritating is suggesting the 'comparison sites' are any better. I looked at these sites and they use EXACTLY the same booking engines - the only real big business in online hotels are the companies running the booking engines.
From my perspective Google, at least to some extent, allows the rest of us to compete with the likes of Expedia.