Google's spam filter is training the internet to produce better and better content. Over time a rising tide lifts all boats.
In 2000 they were working on not returning results from various subdomains off the same base domain.
This year they're working on content farms.
Next year we won't be talking about plagiarized or duplicated content. We'll be talking about Google giving us content that is superficially different but not unique enough.
Five years from now we'll be talking about how Google is giving us unique, relevant content in the first ten results, but it's not personalized enough. Et cetera.
Just like in the AI world, every time a computer does something we thought only a human could ever do, instead of admitting defeat, you say, "This just proves that chess|poetry|music composition|playing Jeopardy doesn't take real intelligence." The truth is that you're not defining intelligence, you're moving goal posts. And if there's one thing Matt's post shows, it's that we moved the goal posts.
I think Matt likes the criticism. When Google's critics have to move to more and more sophisticated attacks, it shows that Google's facility is growing.
Google is not just raising the bar on the whole internet. You are raising the bar on Google.