On the whole a seemingly balanced article for a Change, up until the Google comment, you just couldn't resist!
As usual missing the point like the rest of BIG MEDIA, Google is simply a tool, it helps to connect consumers of content with new content quicky and easily! It even tries to make it easier for BIG media by providing You Tube through which tasters can be posted and which helps consumers identify similar content they might enjoy (that might be your content). But NO BIG media and their cronies see Google as the enemy, get some glasses and see the truth, wake up and smell the coffee!
Create good content and USE Google as a tool to connect you with new consumers (those that might not know or care about your site at the moment) and you will benefit, stop trying to fight Google, accept that yes they may make some money by placing an add beside the signpost they provide to your content, they need to have some return for providing the service unless of course you wish to pay them a commision for hosting the signpost?