Yahoo and Google took measures to remove a companies listing from its ranking algorithms after they were caught in tricking the search engines to give them a higher ranking score using a technique called cloaking.
Everyone wants to be #1 on a search engine but it is a very hard milestone to reach and some companies will do whatever it takes to get their. Personally if they would do a little grass-roots work by buying some ads and getting there product reviewed and linked to legally then they can climb the ranking page with some clout. Most of us are wary of companies that say they guarantee high rankings thru website optimization. It is one thing to make sure your site is compliant but totally another in trying to cheat the system. [Cnet]