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I'll take the bait a little. I will help small businesses out of SEO holes from time to time. My friends' business was really stuck, and often you just need an outside eye to point out some obvious things: their home page was a splash screen with no text, they didn't use the most-searched terms in their headings, they were using text-on-imagd with no alt text.
As, generally, it's agreed we need businesses to have a society (somewhat unfortunately), and businesses need the internet to function nowadays (mixed blessing), I don't think it's necessarily bad to help the smaller guys succeed.