> They had it since the beginning
Yes, they have. Read what I said again, I don't dispute this. What Google does now is an improvement over text matchers. I never claimed that what they do now is better than Google circa 2000 (though I don't care to register an opinion either way on that).
Whatever they've done since, their product remains better than text matchers. Mercantile search is better than terrible search.
What I don't like is to search for the band "Chrisma" and get results for "fruitcake sale!" because Google corrected my spelling to "Christmas", decided to look for related concepts, and then boost whichever result is the most mercantile.