It is not about playing by the rules these days. If you are in a competitive area absoultely everyone is gaming it with bought, spammed, engineered links. Remeber it is about marketing and making money for you, not following google's guidelines. No one respects google's ideas about teh net anymore. As wheel said, make a second site and do what they are doing because if you do not you will be left standing there whilst all the other competitors start copying this new guy's techniques.