AOL were very very big and were going to dominate the world. Did the CD work? Yes it did. At one point, for 2 weeks, no other CDs were produced in the world. Simon was doing SEO for TechCrunch, but the journalists didn't want to listen. So he took them out to lunch and charmed them into submission. Problem solved! Both Simon and AOL were precursors. They had a two-pronged approach - copywriting and tech. Then onto examples of extreme preciceness, then the vagueness in queries and results... and how queries change with story evolution (and articles must change too). Play on people's vanity to get them to do what you want. Sounds very creepy, but is less so than it sounds.