Not what I was expecting. I think that was a good reflection and I think he's right - it is becoming possible to make SEO interesting again.
Every time a Googler has a passing thought on social media, it gets reported. Those comments become a quasi self referencing blackhole of discussion that needs to be clarified, reclarified, updated and hello bobs your uncle, we are off to the races with the SEO press recovering and clarifying the clarification for weeks on end.
This is why I have entirely quit reading any SEO blogs, forums or whatever. Every time John Mu or someone like that would tweet out a vague, 100-word comment, people started spinning out 2000-word SEO theories and plans for their agency blogs and, paradoxically, swamped the space with thousands of people offering the same, often baseless, third-order speculations to the point that if you tried searching on any SEO question, all you got was pages and pages of results that all lead back to that one vague John Mu tweet.
That and, the other problem he mentioned, "Honestly though, for the last 20 years there was only so much to talk about."
I hope this effort gets some traction.
