In a recent board meeting a fascinating discussion took place where the ecosystem around MSFT and GOOG were contrasted.
MSFT built/attracted an ecosystem keenly interested in promoting, fixing, and supporting their OS. On the other hand, it seems as if the GOOG ecosystem (SEO) is keenly interested in breaking the 'OS' rather than supporting it.
Effective SEO breaks the user experience, and the cumulative damage to the ecosystem is tantamount to the anti-virus vendors encouraging folk to write viruses, thereby increasing their own revenues....but with huge unintended consequences.
The daily cat and mouse game between SEO and the GOOG (and other search players) highlights the frailty of the system. This could be a Black Swan in the making, with dramatic and unforeseen consequences.