Steve Rubel, from Edelman, the PR Firm Behind the Fake Wal-Mart Blog, is Concerned About SEOs Gaming Blogs

How can a guy who brushes off his own company's overtly underhanded and deceptive marketing behaviors care about what others are doing?

What does get me hot and bothered is when consultants and bloggers propose launching such an initiatives solely for influencing search. SEO, like word of mouth, should be a byproduct outcome, not a primary objective. Any brand that plays in this space should be aiming to create value. Do that and the other stuff will follow.

But the SEO shenanigans for the sake of SEO has to stop. If you're going to play in our sandbox, follow the community's (unwritten) rules.

Using Steve Rubel's broken logic, public relations should be a natural outcome of product quality, and nobody should need to hire his firm to create fake blogs. But that is another story for another post.

One day your writing a fake blog for Wal Mart and the next day you are writing the rulebook for blogging. As long as you are consistent that is all that matters. Just keep writing. ;)

You really need to police yourself before talking about how you are going to police others, and before you write off other fields in their entirety.