I think this article would work better if it were written entirely like textbook traditional investigative journalism. And less like the modern TV opinion personality, or the random strong-opinion Web comments in which many of the rest of us (including myself) indulge.
I was strongly motivated to upvote and share this article. I probably upvote and share 1/500 articles I read on this website. So I disagree, I think his tone helps convey how the bulk of people feel about Google's search product and gives us a name to actually blame. Whereas every other blog writes about the decline of Google with a sad tone underwritten with nostalgia and always fails to provide any sort of root cause or solution, atleast this guy has given us good information and context to understand Googles decline. And of course, it's more entertaining when people are called out.