Search is not neutral for the little guy! -- according to the WSJ

I just got around to reading the WSJ small business insert section from April 30, and to my surprise what do I find?

In the WSJ section cover story: "In search of traffic" by Kelly Spors, she notes this in her third paragraph:

• "Search engines don't disclose their ranking formulas, making it tough for small companies to figure out how to boost their site's results. Even worse, big competitors can afford to pour lots of resources into the same effort putting small companies at a bigger disadvantage."

Very interesting that search is not neutral. It favors big companies!

• Horrors!
• How could Google, the champion of all garage entrepreneurs, the corporate guardian of net neutrality, the defender of free content, and the only corporate chieftains organizationally committed to not being evil --how could they, the Googlers, be allowing harm to come to the little guy?
• Where is their sense of justice? Where is their moral center? Where is their outrage?  
• Say it ain't so Sergey, Larry and Eric!
• We so want to believe your billionaire-nesses are true to the cause!  

If Google is the dominant search engine and the main Internet access technology for upwards of a half billion Internet users, and Google itself is not net neutral -- how is that setting a good example for the broadband companies Google demands should be net neutral?