Google's efforts to minimize the impact of disingenuous Search Engine Optimization (SEO) techniques

This is a great Forbes article on what Google is doing to minimize the impact of disingenuous Search Engine Optimization (SEO) techniques.  Thanks to HubSpot for calling this to my attention via the company's opt-in e-mail marketing program.
http://www.forbes.com/sites/kenkrogue/2012/07/20/the-death-of-seo-the-rise-of-social-pr-and-real-content/