Yeah, I guess I basically feel the same way Derek Powazek does about SEO. In short: the good stuff is obvious to good web developers, and the rest of it doesn't work. There are a lot of companies out there setting up link farms, Google bombs, and other disreputable artifacts that are ruining search on the web. They need to be ignored and to go out of business.

The rest of us can continue to try to build well-made, relevant, and good websites. Make good things, tell people about them, lather, rinse, repeat. I like that formula.