The Times have written a piece on the search/SEO industry, how its infiltrating mainstream marketing budgets and Search Optimisations' importance in the current marketing landscape:
http://www.timesonline.co.uk/newspaper/0,,176-2320062,00.html
Whilst it's interesting to read from an outsiders perspective, anyone with a passing knowledge of SEO (and penchant for pedancy) will be able to pick many holes in it

Needless to say, a forum thread has been started at Search Engine Watch - Let the public humiliation begin...