That concept applied to fire insurance would require fire insurers to cover applicants who waited until their home caught on fire to call for coverage.
Applied to fire insurance, that concept would require the insurer to charge no more for the applicant that calls with his house already on fire than for other applicants.
Second, the requirement that a change be applied uniformly would mean that a change to one search ranking could require other changes that Google might prefer not to make, which would discourage some ad hoc changes.