I myself are one of those who disagree. The role of the SEO (Search Engine Optimiser) had changed yonks ago and has been redefined into the Digital Marketeer.
All companies, however big or small should be looking at online marketing and and rest assured that SEO is only one of factor in any digital marketing campaign.
Strangely, people are arguing that the same results are not shown to any two people looking for the identical key-phrase. But this has been happening since personalised search was introduced in January and Obviously, if you clear your cache or sign out of your Google account you can then access the real SERP's. This is unless you're using Chrome and then who knows what results you get.
The one thing thats been noticed is how favourable instant is to big brands. This isn't really surprising, as it is these brands that are more likely to be searched for most often.
So, basically ranking is still going gto be the same with Google instant, but it will change the way people search. It will affect their search behaviour, and that is what search marketeers are going to have to think about more than ever. You should consider that some people will simply deactivate the feature, leaving them open to Google's standard results.
