Rupert Murdoch is a media oligarch and founder of news corp, not ruler of the internet. Newspaper sales are down, more sources are available and most of those are faster than newspapers, so of course he will strike out at who is perceived to be the best of the new technology giants. While Google runs at full steam it would be unwise to step in front of them and bank on winning, he knows that.
As for the topic, I see adsense continuing to be one of the best options available for contextual advertising. My eCpm is up so I know not everyone made less last month.