The problem is that there are very few viable distribution channels that we are forced to rely on companies like Google.
What other viable choices does this site have aside from Google?
What other viable choices does this site have aside from Google?
The only question is whether this site is one of these or not - and even if it's not, a certain number of 'false positives' is acceptable and less strict filters definitely are not. If you're running a site that's skirting the line between spam and not-spam, then either you take on the risk that you might be dropped by google and others, or (perhaps preferably) stop doing that thing and do something substantially different.
Also, if your site is thread the line of review-spam-without-actual-content-or-actual-review-site, then this bound to happened sooner or later.
It's not like he'd have a thriving business if only Google didn't exist. Instead, he's reliant on Google choosing to rank his page highly enough to get traffic for search queries that will result in people clicking on his affiliate links (who he's also reliant on). Google doesn't owe him any particular ranking. If people search for his example "cheap portable generator", does Google have some ethical responsibility to put his site at the top? Or even on the first page? Or to never change where they rank it once it reaches the first page?