I am a competitive webmaster, and often watch how other webmasters (or their chess pieces) move. Sadly, most SEO’s and web designers haven’t seemed to have read the cluetrain manifesto yet. If you’re in that camp, take about 10 minutes off and read it. You’ll be a better person, and a better webmaster (SEO, designer, whatever; you’re a webmaster if you seek to master the web).