To briefly expand on this week's conversation about SEO:
From firsthand experience, I've come across a few prospective clients who have heard what seem to be SEO horror stories, but no one can fully explain why they don't want to invest in it for their company's site. To me, suggesting SEO to a client is a sound way to increase the likelihood the site will be found, without paying a monthly fee for AdWords. That said, they will likely need "take the site back to the shop" for an update periodically, but there are certainly no ethical gray lines in optimizing a site to be easily found by all search engines, not just Google.
Check this out! I even found an SEO programmer whose brand niche is that he's 'the ethical one.' So funny. http://www.seo-writer.com/freelance/seo-ethics.html
As for our discussion on AdWords and the clarity of the results as actual ads, I do think it's as clear as the "Special Advertising Sections" in magazines, designed to be characteristic of the magazine's typical layouts. Those even fool me sometimes. It's up to us as consumers--and web users--to be on our toes and to know what we're clicking.
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