The entitlement may be sourced to the fact that the author is an SEO company.
As a sidebar... SEO companies would love to see Google knocked out of its current market position. Google has gotten very good at relying on signal that SEO companies can't control. They would much prefer a more gamable engine take Google's position from it.
We've seen this play out with the browser wars, though - different standards mean that each target needs a different approach. You'd end up having to create a different site with different content organisation for each search engine and then serve the right site to the right crawler.
It might be more gamable, but the competition isn't the search engine, or normal people posting normal non-gamed content, but other SEO teams. If everyone can game it, then it's a race to the bottom to see who can game it most/best and that's not a good place for anyone else.
As a sidebar... SEO companies would love to see Google knocked out of its current market position. Google has gotten very good at relying on signal that SEO companies can't control. They would much prefer a more gamable engine take Google's position from it.