I noticed a high percentage of SEOs at Pubcon openly proclaiming a commitment to “white hat” SEO. These were not just wanna-be’s either. In discussion, they were very knowledgable of SEO and plenty experienced/successful as competitive web masters. Many of them loved Google’s webmaster tools, sitemap, analytics, and *gasp* even toolbar.
The Google Kool-Aide is mighty tasty to many folks. I’m calling it Goolaide™