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As a search engine user, I want the most relevant results at the top of the list. If you've done something to cause your site to rank above a more relevant one, I'm unhappy.
As a manufacturer and online retailer, I want to do whatever I can to rank as highly as I can without causing my reputation to suffer in the minds of my customers. (Its a little more complex than that as a lot of SEO techniques would have a negative impact on my conversion rates.)