Seems to me that he\'s making a public play at moving Receptional more towards PPC management than SEO. Almost as though he\'s trying to make a public case for getting clients to fork over a monthly PPC advertising budget...
The flavor of the article, though, sounds more like a conversation over martinis; him lamenting the \"good ol\' days\".
Gosh, I have the opposite opinion. PPC is saturated, expensive, and becoming less effective (lower conversion rates).
Maybe SEO is just getting tough for the tricksters, thank goodness!