"Hey Joe, thanks for that article you submitted this morning. Listen, it's a bit too technical, could you add something, you know, more emotional?"

I think that's relevant though. Essentially the article states that for end users of the mapping application it's a poorer experience and step back. Secondly, business users who have come to rely upon iPhone customers to find them via search are also upset by the changes. Of course, the first group is clearly an Apple customer and therefore Apple should be concerned. It's less clear that the second group is an Apple customer so it falls more into the "People talking negatively about our brand" problem area.