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I fear the upcoming AdSense API will allow adwords spammers to do more mischief more quickly, decreasing the quality of content traffic even more so, and even more quickly.
All writing is "selling" copy -- whether you're pitching an actual product or arguing for your ideas.
Over time, biological and technological evolution reduced the diversity of these early days, settling into modest changes on the most effective patterns. When will a major engine next take the risk to bring diversity and experimentation back to search?
Even from a previous buyer, an order following a non-brand search is likely incremental.