Thanks for this Gerald, but it's misleading to quote an entire paragraph from my article http://www.ask-kalena.com/articles/can-seo-exist-beyond-google-personalization/ (which Dave quotes in his post) as your story description instead of quoting Dave's own article content

Note to mods - I couldn't find the water cooler category anymore so posted it in the Sphinn Zone. If this is not suitable, or if you're no longer accepting water-cooler style posts, feel free to remove, thanks

Sebastian - tonight, you're my hero. Yes I've had 4 glasses of wine, but still. xx

Derek paints a fairy tale in which site owners are the princesses needing rescuing, SEOs are the evil witches trying to do them harm and web developers are the heroes on white chargers saving the day. I’ve known plenty of evil web developers and a few dodgy princesses too. Not all scammers are SEOs and not all SEOs are scammers. If Derek had just used the word “some” in front of SEO I’d be nodding along with him.