The title seems to imply that Google will show the poor one SERP and the rich another. However, the article is actually about a proposal that, if you apply for something (e.g., insurance, a job, credit) and are denied, that you should have the right to an explanation of any role "big data" analytics may have played in the adverse decision.
I mean, a lot of the web is driven by commerce and it makes no sense at all to try to sell them stuff that they can't afford.