In the latest Business Week, buried on page 70, there's a story about outsourcing in search marketing. The story is titled "Life on the Web's Factory Floor" and it's about the thriving business in assembling search marketing ads. From the description, it sounds like search marketing is nothing more than a big Scrabble game. You throw a bunch of combinations of words up in the air, see how they land and cut and paste them into your ads. In fact, in the story a search marketing specialist is defined as someone who 'types phrases to drive ad traffic.' One gets the mental image of the proverbial room full of monkeys sitting at typewriters. At least Mr. Helm called it 'slightly creative.'