Indeed ranking and its inherents problems can’t be avoided but I think what could be done is a way to customize the ranking algorithm with opinions parameters. Today with Google we can only customize simple parameters like date range, language etc. I agree with what I read as the main point of the author, that is, the ranking alg. is opinionated, and this is designed by Google in a non public way. This content parameterization should shift towards the user (and ideally in an open sourced way, but as mentioned the business model would then have to change).