so you're saying the best website should win without "cheating" right? its not that simple.

you could make the same argument about all advertising/marketing.

the best product should win on its own standards, without advertising, right? for example, wouldn't we all have better insurance rates if geico, progressive and esurance didn't have to spend their money on advertising?

But the truth is these insurance companies are disrupting old school insurance models that are less efficient and bringing value to more consumers faster with their advertising.

companies adapt, consumers adapt, markets adapt, search engines adapt. companies and people are going to work toward their self interest, and SEO is one way to do this. its called capitalism.