If social media can even make the slightest advances to shut down frauds like Vitaly Borker and their ability to milk PageRank-fueled profits, a lot of consumers–like those in this article, who got scammed by someone they trusted b/c of their high Google search results placement–stand to gain in the process.  And Google’s money-printing machine starts to lose some major luster as people take their searches to a place they might have some hope of trusting.

Until that system gets gamed, of course.