A customer of mine is very well known in his field and has spent much time and money building a successful offline business, mostly based on his reputation. He has a website and ranks first for both his personal name and brand name.
He's a public figure so one would expect that people would have differing opinions of him and make those known. However, a couple of websites have popped up in the top 10 results when doing a search for his name and business brand name.
These sites portray him in a highly negative way and he wants to have them pushed deep into the serps.
So we all know how to optimize our sites to rank higher, but how would one (or would one even want to) push other websites down, de-optimize if you will?