It's not so important that it's a Fry's rebate--what matters more is who is processing the rebate and/or who the manufacturer is. If a manufacturer is big enough to use a regular rebate house like Parago or, as in this case, TCA, the chances are the rebate is going to be OK--not 100%, but very likely. When a manufacturer is small and processing its own rebates, well, then you never know, though I've had some good experiences as well as some not-as-good experiences where I had to call (though I did end up getting the rebates in the end).
Also, Fry's does have rebate specialists at the store who can help if you don't get a rebate but you need to first try to get it yourself, by calling whoever is processing the rebate (if there's no phone # on the rebate form you can sometimes Google one up). If that doesn't work, then they will step in.
As far as the search engine optimization changing, I think the focus of the book is more on how to use Google, including its more obscure features (first 70+ pages) and then the rest seems to focus on how to write programs that use the Google API (the code presented is in Perl, if it matters). So Google's algorithm tweaks probably don't impact much on the content of the book.
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