Here's a very interesting O'Reilly post about advertisers buying page rank instead of impressions. I hate SEO's if only because the bastards caused me to shut down my comment sections with all their damned comment spam. O'Reilly brings up some really intriguing points though, and ultimately, I think it's something that the search engines have to fix.
Further Commenting Disabled for Now Due to Server Killing Levels of Spam
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