Appears there are more and more people catching on to how effective search marketing is as an effective advertising medium. Some later than others. Seth Godin just discovered this today. My guess is that Seth woke up today and took the red pill. For those of us that remember last year, Seth came out declaring that SEO was a black art on his blog. Barry posted on this here. There is no doubt that Seth has a good fan base who are SEO/SEM's and other advertising types working in the industry. For him to say this was a kick in the groin. Today he changed his beat and asked Is there a "search engine industry"?. Apparently there is one now, otherwise I don't think we would be here blogging on it.
There is continued discussion on the SEW Blog.