Note the quote "when it comes to ranking results, BERT will help Search better understand one in 10 searches". This is because of the "keywordese" point they noted earlier in the article. Most searches are 1 or 2 words - there isn't enough to grab onto for meaningful ranking with short queries and a similarity function for longer text documents.
Also, try keeping the systems afloat to handle search like this. BERT is not practical to use for search results by anyone without the scale of a company like Google. You need to have a server farm of GPUs to translate all your documents into tensors - and then keep them around somehow! A document of 10k text will balloon to ~1MB when converted to a multitoken vector representation. BERT uncased has 768 features - thats 768 floats per token you need to keep around. If you compress it using PCA or averaging across tokens, you lose all the juicy context that you need for the matching and ranking. Also, there currently isnt a good way to keep this stuff around yet (though there are active projects ongoing to get this into Lucene [1],[2])
I think this is definitely a great achievement in NLP - but it needs breakthroughs in other areas to be useable by product teams implementing search, with any reasonably large content size.
[1] https://arxiv.org/abs/1910.10208 & https://github.com/castorini/anserini/blob/master/docs/appro... [2] https://github.com/o19s/hangry