Ok, I won't steal Ian's title that is supposed to drive many people to his article :)
How Google ruined marketing is an awesome insight into how Google ruined "balance" in marketing:
No other marketing channel has the same winner-take-most structure. If your competitor bought a TV commercial, you could buy one, too. If they bought radio time, you could buy radio time 2 minutes later... There was always a way to balance out share of voice.
Now, there’s no way to do it. The #1-ranked site gets twice as much traffic as the #2-ranked site. That makes #1 the winner, and everyone else the loser.
And, it’s getting worse: As Google works to insert local listings, shopping listings, paid product listing ads and who-knows-what-else into the rankings, rankings below #3 get pushed further and further down the page, below the fold, and into click-less oblivion.
Welcome to the age of zero-sum marketing, everyone.
Well, personally, I could argue that none of my pages have ranked #1 for any serious search term (ok, I said that!) and still I was able to build a tiny business and create a company. But I do realise that's a poor example...
So how much do you agree! Make sure to read Ian's article in full!