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Today there is an article about Google [sueddeutsche.de] on the front page of the biggest newspaper in Germany, Süddeutsche Zeitung. And they even used the term "search engine optimizers" in it!
In the business section of the same newspaper there is another article about Google's IPO, quoting Danny Sullivan and mentioning searchenginewatch.com.
How the journalist defines SEO's:
They build complicated networks of web sites and use invisible links that are in the same colour as the page background but still count towards page rank.