SEO Theory is run by a man who actually knows what he's talking about, instead of someone who loiters in forums and regurgitates hype. The latter forms around 90% of SEO blogs that I've found. There are plenty of published, authoritative resources around that Actually Tell You How Search Engines Work. There's no mystery there, and Michael Martinez is rather keen to rub this point in, with a little bile if neccessary. You'll even find long debunkings, exhaustive explanations, and guides on how to do things properly, which saves me having to type all this stuff. You might even find something related to (shock horror) actual proper Internet Marketing there. Go Michael! Now read his blog, you lucky, lucky people.