Agreed, you don't have to go to 2010! just back in 2017 i have made load of money by creating simple amazon affiliate blogs with low comp keyword such as Best Juicer...Yes this was low comp keyword, now most of the these blogs were either outranked by a new york time,cnn or other authority sites. The one that survived the competition got hit hard by the 5000 google updates in the last 5 years.