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Either you didn't read the article or you didn't understand it. The author doesn't complain that Google search results aren't "the best possible for the most people"--au contraire!

He complains they're not the same, that if you search from a given location or being in a given demographic you will get different results than other people, and that this fact erodes the trust users have in Google: how do I know if this set of results is the absolute best on a given topic or if Google is simply showing to me what it "thinks" I will like?

It isn't showing you what it thinks you will like at all.

It is showing you the most amount of pertinent advertising that it thinks you will tolerate while promoting sites containing similar advertising as high up the page rank as it thinks you will tolerate.

All those links to your G+ friends are promoted to keep you on Google's properties where they can make the most money when you click on an advertising link - think of Google like a DisneyWorld's Magic Kingdom and G+ like Downtown Disney.

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