Seemingly random and dramatic swings in who wins and loses the SEO game is an awful lot of how Google (helped) kill the newspaper industry. This guy is living through one example, but they all tried to live through a dozen, always scrambling to recover from the sudden loss in order to not suddenly need to lay off (more) ppl.

I don't think it was any scheme or malice, far more like Lenny petting the rabbit, but the rabbit got very dead.