Go to Google and type in an item that has a plural. Shoe, bike, hat. Google instantly throws the plural on the top result. The singular is there as well but you have to drop down in the recommended searches to find it. Will it effect traffic to names that are singular generics? I can’t see how it won’t. I realize Google is guiding towards the word with more search popularity and the person that bought the name realized it wouldn’t get as many searches as the plural (obviously not in all cases) but until recently, it was the Google user dictating the number of searches, not Google. Some may counter that many people don’t use the suggestions, but I know people and in general, they are lazy. If they see something close to what they want, they’re going to click.
As domain owners and website owners it’s always been a tough road trying to get to the top of Google searches. Now we have another obstacle if you own the singular. This certainly will effect my buying decisions from this point further and I think it further escalates the value of plural generic domains. I prefer to have Google working for me than fighting against it.