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This is great...the industry is going to go this way regardless of what SEOs think because it's demand driven, and after X years of getting obfuscated information from various SEO agencies, clients are going to either 1. stop demanding SEO services or 2. learn how to deal with SEO agencies in a way that helps them screen out the bad.
This is a personal hate of mine - I reviewed the SEO campaign of a client that was paying £5,000 per month and for that all they were getting was content copied from an article directory, auto spun and submitted to blog networks.
At the time the company were happy and didn't care because it was delivering results but ya'll can guess what happened.
It does seem that over the past few years SEO has become a bit of a 'cow boy' trade - you would be amazed at some of the questions I get from SEO agencys. Repeated facepalms!