I like this line the best, must have been doing something pretty dodgy to be penalised by Google.
His research and SEO efforts shot his website to the top of Google for targeted key phrases, then a few years later was penalised by Google for over optimising!
The article is right on the money as far as its overall message goes, but what a stupid example CompleteNutrition.com.au was. 'Complete Nutrition' gets 73 exact searches a month, making it just about the least competitive nutrition related keyword out there.