Why is search engine marketing defined by diametric opposition? It seems like for every question there are two extreme answers. And these polar opposite viewpoints are held with a tremendous amount of passion. The least questioning of our position can unleash a firestorm of retribution. Blogs kick themselves into high gear as aspersions are cast without a second thought. We rise passionately to defend our position, questioning the pedigrees and mental capacities of our opponents. How could someone be so incredibly dense to not see it our way?