Bruce Clay recently announced in the forum thread named An SEM Code of Conduct? that he has released a new service found at http://www.seotoolset.com/. The tag line on the Web site's homepage reads "We provide comprehensive, easy to learn and use, Search Engine Optimization tools, training, and certification to help you succeed." As part of that Web site, Bruce Clay also has a page named SEOToolSetTM Code of Conduct, where he sets his standards and hopes other SEOs follow them.
Forum discussion is a bit heated as one would imagine, check it out here.