The end of SEO as we know it

What is taking you so long? I have had to fend off so many people telling me how stupid I was not to sign up to SEO, i.e, search engine optimization.

But Google today isn't like it was yesterday. "Don't Be Evil"? That's getting harder as they grow into a behemoth and the $$$ at stake in any decision is so huge.

Just like the poor are unlikely to kill each other over money and power (do they have any?), it is De rigueur among princes fighting to succeed their father on the throne.