They just flipped the coin and changed the game
Now instead of 'How do we get our rankings higher?' it's just become 'How can we blacklist the other sites?'
I'm guessing it'll shift the game to insert bogey links in other sites; then a swift report to Google (Sir! Sir! Have you seen what Smithy has done?) and one less competitor to out rank you
Looks like a short time of blacklisting fun can make a difference to revenues