I think this is an improvement to how we write for the web. Instead of optimizing for a machine algorithm that can bring traffic to an article, writers must concentrate on making the article interesting so that readers will share it with their friends. Curation is the key, which is also why I hated the "social reader" apps that want to post for me to see everything my friends read. I want to know what they recommend I read.
“Sixteen months ago we received the same number of monthly referrals from search as social. Now 40% of traffic comes from social media,” Scott Havens, senior vice president of finance and digital operations at The Atlantic Media Company, said in a phone conversation ahead of his on-stage interview at our Mashable Connect conference in Orlando, Fla. last weekend. “Truly [our writers] are not really thinking about SEO anymore. Now it’s about how we can spin a story so that it goes viral.”