Do know what sucks is when you are building a site and you have to compte with all the pr 7+ juggernauts who hog the top 10 spots for all keywords even if those sites have nothign to do with the related keyword. For example if you have a website about new dog leashes and you are in the top 10 for google if Fortune magazine or or business week daily does an article about new dog collars you will be bumped out of the top casue those site will go to the top due to their pagerank and the fact they mentioned the keyword 'new dog collar' a few times. Annoying