A small skirmish amongst the otherwise obscure in the landscape of the Internet. SEO practitioners, the best of which maintain a low profile for the sake of benefitting their clients. All is well as can be expected in a tenuous relationship between Google and its SEO specialists and coaches. Google has that unique love hate relationship with SEO. They created the entire currency of back-links and now they must constantly work to regulate that currency.
Their primary target? Counterfeit SEO. The worst examples can be cited as recently as the fall of JC Penny. Apparently without a concept of proper, or at least lighter gray link strategies and certainly lacking the benefits of training by a competent SEO blogging coach, JC Penny either feigned, or actually suffered from, total SEO ignorance.
They know better now.