RE an old YP discussion, someone posted about the value of top search ranking. This not only reminded me of how futile top ranking is for the full assortment of website owners, but that ranking may well be an enemy now. For a conversation foundation, it's indisputable that as, say, landscape sites changed from the first 5 in a city, to possibly 100, 200 or more sites, striving for the first page or results 1, 2 and 3 is really a struggle. It's even a gamble. One could argue there is "value" to top search ranking. That made me realize that value may not even be the way to look at it. As the web gets saturated, all the rest of advertising becomes more relevant and more valuable to the general assembly of business owners. Not the few, but the entirety. That means that for those who have been clinging onto the top few search results as their meat and potatoes of business, it's possible that losing it could be detrimental if that's what they rely on. If SEOs make their living at it, it's surely detrimental if they can't get people to keep paying them to struggle for what becomes an increasingly smaller percentage, and a greater gamble, day by day. So from that point of view, which is really quite factual, SEOs and top search rankings can be very threatening to some who depend on it. Basically, adversarial, compelling, threatening. Even if there is some business rolling in. That's because uncertainty continually remains, and no permanent promises or guarantees can be placed in writing like contract.