Great post Tedster, motive? The SEO industry is full of over promise, take the money and fail to deliver. I've had some great results in cross section of markets both local and national but each time I take on a new project I always consider the variables. I think SEO on a site by site basis has become a much larger and more involved process, you need to consider so many angles. When I look at my best sites they have everything, good link profiles, good social(and that is a lot of work), good content, good branding, good user experience. You can get results by doing less but the tough ones require a complete strategy, things have changed.