With the new given rules on overdoing SEO and unnatural backlinks to one's website, we can easily kill our competitors website. We don't need any details of our competitor we just need to blast our competitor's website in some highly irrelevant websites and voila the website is gone. Huge penalty!!! What is this? Why is google giving such an oppotunity? People in future will fear to rank their websites because you never know your website can be penalized by your competitors also. If Google continues in the direction they are going right now, two things will happen, neither of which will benefit the searcher or the SEO, or even Google. What will happen is the first page of the google SERPs will look like crap, no one will get rankings easily, it will be almost impossible to control a website at the first page. Seo will die with the rise of negative SEO will make it so impractical and risky to rank that very few people will bother with the risk. So why will people bother ranking when they can buy some great unnatural links for your website at $5 from fiverr and watch your site go down. I am not saying that this is the end of SEO or Google, what I was trying to say is Google should be careful before making such type of an update.... "Leveling the playfield" is what Matt Cutts said... Is this the way to level a playfield. With all these things I just got the feeling that Google is forcing us to go to their advertisement system. What do you BHW member feel after reading this?