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SEO will always be measurable for as long as search rankings exist. If they actually mean 'unguessable', then yes of course - the whole point is to make it as unguessable as possible.
But what if you interpreted the word wrong, and it was in fact meant to be as it is written - completely "un-measurable" and random in its nature?
What if in the long term organic results no longer existed? Which leads me to your next paragraph:
Larger paid ads - inevitable for any popular website. I think Google's ads are far less intrusive than Facebook's now, especially on mobile. If you read The Google Story, there's a great section on how Google actually became successful because they based their model on usefulness of results rather than cramming everything full of ads the way AOL et al did, and developed a pretty innovative ad system.
Instead of reading it as "larger paid ads", how about reading it as the first 1 page (maybe eventually pages 2 and 3) consist of solely adwords? Is that such a hard thing to envisage? An impossibility? Sounds entirely plausible to me.
Especially if users find that the most relevant results returned always tend to be the ones with the cream coloured background, enforcing a habit of clicking those ads rather than the organic results anyway?
In time, this would give Google (artificial) "statistical proof" that organic results simply do not provide the relevancy to the users search queries, paving the way for the whole of page 1 (2 and 3) to display only adwords?
Not that you can answer these questions, but it does seem a plausible game plan from Google, as it would benefit their coffers.