danwhitehouse think about it in other way. Making money from "free trafic" has become too easy, knowledge is easily accesible, making website(it's technical side) is not a rocket science, hosting is cheap, making/scraping content takes few minutes.. and so on.
My point is that there may be too many people in this business already, so maybe it's not G#!@le kicking someone, but they are doing it themselves. Number of "SEOs" inflated for years, but there can be only one page one of SERP and G%!#le rather does not increase it's popularity, it may only go down at this point as it reached the top many years ago.
It was inevitable.