Smart read, thanks Robert. It all makes sense.
In lots of ways it it nice to see as it could finally separate low quality providers of SEO services from the leaders, and dispel so much of the myth and distrust in SEO providers in general.
A nice complimentary side effect is that the things SEOs need to ask their clients are simply optimized branding events, so this becomes much easier for brands to understand and much less smoke and mirrors.
Explaining SEO as a function of optimizing brand is an easy sell and a value-driven one.