Hear, hear, Jim (and Chris)
SEO is still a pretty new industry and as a result it is very easy for online shops who aren't very much in the know to get seduced by bold claims, for example the old chestnut: "Get to #1 in Google"
Sadly one of my (now ex) customers fell for the claims of one of these "companies" that engages in keyword stuffing at every given opportunity. They also added text links one shade darker than their navy background (my customer defended their actions in his naivety).
I have since severed all links from their site as it is almost like a ticking time bomb.
The amount of times I've been asked "Can we get to the top of Google?" .... well I've given up counting.
Sure, I have some magic bullets you know.