Definitely read the article. :) My take has always been, watch for what serves USERS. In Every. Single. Case. where you veer away from that, beware; you're going to lose the user eventually. In his article, Jason makes that clear. Google, in serving advertisers more and more often at the expense of users, is poised to lose the search market to Apple. Just as sites with an overabundance of ad and promotional content is losing the content war to simpler presentation more focused one why they came. What do you think?