Some time ago a Danish company released a press release on how to cheat Google and build up their SEO practice on it.
Basically it is simply a "cloacking" system and the claim is that Google never would be wiser.
Well, Google dislike Cloaking and are working to make such techniques impossible.
Personally as both a professional webprogrammer and a personal web-user/surfer – I dislike it as well, because it is a technique used to cheat the user and invalidate their searches. It is one of the reasons why I dislike many of these gray-area SEO companies.
Anyways – Matt Cutts from Google wrote this piece on his blog, in direct reference to the situation with the mentioned company. Apparently the script used is so buggy that plenty of information about the “parent brand” names – meaning the companies who bought this cloaking – could be found, and Cutts said that they could be removed from Googles indexes (*fingers crossed*).
Well, I guess they could do that because it is small time businesses and not like BMW in Germany who only got a temporary removal lasting a short period of time.
So well, basically when trying to cheat the searchengines make sure your scripts are error free 
Shortly after Cutts blog was published, the owner of this cloaking system was interviewed by a danish media(Danish article – sorry) said that all the domains running this cloaking are owned by him (and not the paying customer) and thus all Google can do is close down the cloaking domains and not the discover the customers actual domain and close that.
Of course he’ll have to say that because it is the fundamentals of the system being challenged.
The question is how Google will track these cloaking pages without having a manual process combined with their crawler, if the script/system doesn’t throw as many errors as shown by Cutts.
Unless of course they start to spoof crawler user agents so they appear in all essences as a normal browser. Now that could be fun :)
However one of the customers visible by name in Cutts blog are now fearing to be removed, and I for one hope they will be. Of course the owner of the Cloaking System said that it was an error on their part and apologizes to the customer. Yeah, if errors happens once, they can and will happen again.
I do not specifically like Google, because I feel they are amassing too much information about us surfers and other issues (such as Google in China), however I dislike these people/companies more, because they try to cheat us users by manipulating the actual results as presented to us by Google.
So I do hope Google bans every company they come across who does this and develop a method of automatically tracking/detecting these things.
That at least might create some respect about the SEO market in the eyes of many of us, and make it seem less like snake oil-market.