Google could have dreamed up an Adwords Lite for SMBs and stop defaulting to broad match. If done well it could have made Adwords worthwhile for those who can't just hire an adwords consultant and spend 4 figures. I know several SMBs who would never touch Adwords again. The two I know who use adwords well both have someone pretty technical around. One of those does more on Etsy than their site.
As @tyingq says Google's updates have mostly promoted brands and large businesses. Now add the freshness updates and they're hurting all the mainly static small sites. Facebook did much the same when they hugely cut the views pages can achieve. FB went from hugely helpful to almost a waste of time for many.
It's little wonder so many aren't seeing the point.