Disclaimer: I work for Google, though far away from Search. Regardless of search engine design, there's HUGE money in SEO. Any successful search engine will be gamed. Do you have the developer power to go red-queen against all the large companies in the world?
And that money goes to support many industries beyond search itself. The author really needs to get off a computer for a minute and understand the economics of the web as it stands today and how the free ad supported model supports millions of peoples livelihoods before jumping to "This is all bullshit"
That doesn't necessarily make it right. Online scamming also supports a lot of people's livelihoods.