BAD: Let's say you have a great web site. Standing there like a sitting duck, if people don't know your site exists, it's like spitting in the wind. SEO's will claim they know how to get you top page listings but that costs money. And how many web sites have you visited that know how to get the top listing but are worthless when it comes to content. Every once and awhile, Google will give you an inkling of how to get a higher page rank but that's no guarantee that it will work or they won't change their strategy in the middle of the game. Wish there was some standard that most of us could follow that didn't involve playing keyword games or spending lots of cash to get a listing.
UGLY: Google's idea of digitally imaging books without the consent of the copyright owner is a bad idea. As a large company, it seems that they are thumbing their nose at corporate America which prompts the writers and publishers to take Google to court. You would think they saw the light after the elongated Microsoft anti-trust lawsuit. Seems that some companies want to see what limit they can reach before they get their hands slapped by a judge or jury. It shouldn't be a matter of money (although it usually is) but an act of common decency.
The search engine lists keeps getting bigger, people will continue to use the Google search engine and the sun will come up tomorrow.