Google therefore done a decent job for 'man in street' searcher?
When my moms buying stuff online (eg washing machines*) she spends a couple of hours if not more looking at sites to pick one.
Whether they were all really great sites or not she'd happily lap up affiliate style sites as part of the enjoyable buying experience.
Now if she searches "washing machines" in the top 10 she has a choice of 8 retailers all offering the same products, one review site (which which she would have to pay to join) and wikipedia in case she wants to know the history of washing machines.
Out of the top 30 results 27 are retailers.
For people like my mom Google is now rubbish.
* I have no idea what the washing machine search results were like before penguin btw - its just the first product I thought of and the results seem typical.