edit_g - 9:37 am on Jun 15, 2004 (gmt 0)

you can really do yourself some harm by spending too little, by being timid about matching options, etc. The same clicks might not be available next year for a decent price.

Agreed - to a point - you CAN do yourself harm by spending too little, but you can do considerably more harm to your business, yourself and the hair on your head by spending too much without not knowing what you're doing.

The fact is, AdWords -- and business in general -- are not for beginners. We do a disservice if we imply that they are.

This is also true to a point - but the barriers to entry in today's internet market are so low, that a few pointers when you're first starting out can save a whole lot of trouble in the long run. Also, I believe in good karma. ;)