I Googled "comparison shopping" myself, to see if I'd heard of any of the results, as I never use third party comparison shopping - I go to retailers that I know carry the item I want, and do my own comparisons! (If I don't know a retailer that carries an item, I Google it, and generally get a company I already know, but didn't know carried the item.) For reference, I knew none of the sites mentioned in the article.
I recognize Bizrate, I would not use it. I recognize Forbes, but... they do comparison shopping?? comparisonshopping.com and shopping.com are to be expected, wouldn't use either of those. 20 some results down is Pricewatch, which I look at for base prices, but have never bought an item because of a listing on that site. If I were actually looking for a comparison shopping site, I would have given up at this point, and just gone back to my usual method, and having the sites mentioned in the article nearer to the top would not have gotten me to visit them, never mind use them. Maybe they should try buying some radio and TV ads and a few billboards around the US, and then complain that they still aren't getting ranked in Google in spite of their traffic. (Or... gasp and shock... PAY GOOGLE FOR AN AD!)
I guess the one site found it a better use of their money to start a non-profit that lobbies for legislating their rank in search engines rather than using it to pay for advertising. Not saying that any of this fixes his logic, but people searching for businesses of any kind in Google want the "somebodies", and you're not going to be ranking as a "nobody". Search engines aren't there to prop up your traffic, they're there for new people to find the sites that the old people are already going to.