...creating new content to hide negative material is fair play.
That's reassuring, as, in my experience, that's too often been the necessary strategy.
Also cited in the article is Ripoff Report and its founder, Ed Magedson, who parades his site under the banner of free speech. Under current law, as I understand it (and I'm not a lawyer), Ripoff Report is not legally responsible for false information.
Critics of the Ripoff Report say Magedson actually fuels suppression efforts because he refuses to take down false complaints on his site.
This can be a nightmare for those unfairly attacked. As the article suggests, small businesses and those without web marketing expertise are particularly vulnerable.
In addition to Google results, Google search suggestions are also a problem for businesses and individuals affected.
Reviews on Google Place Pages are also entering into the mix. Here are several current threads in WebmasterWorld about malicious reviews on Google Maps, where it's perhaps less easy to bury a negative page, because a Place Page is a Place Page.
See these discussions... A New Scam - Bad Reviews in Google Maps http://www.webmasterworld.com/local_search/4206378.htm
[webmasterworld.com] This discussion in Supporters Urgent Situation w BAD Google Review http://www.webmasterworld.com/supporters/4208983.htm