Google is failing its users. Google is a machine, its does not have human intelligence. Google falls for simple SEO techniques, so that the first results for a query represent those site owners who best play the SEO game.

This is not a dig at Google, indeed its much better than it used to be, its just that its a machine with defined rules and will therefore fall foul of tricks (even if the tricks keep changing).

This is why Goole need to be scared of Facebook, as Facebook looks likely to be the first business to successfully implement a human recommendation level into search.