His principles are as follows:

1)Never try to steal business away from anyone else. There is enough for everyone. If we steal from each other, everyone becomes an enemy.

2) Never post something on the site that isn’t helpful or is off message, especially ads and popups.

3) Write articles that are interesting, not with the view of getting people to buy, but with a view to educating and entertaining

4) Think of the other guy first and he will think of you.

5) Don’t live life like its a zero sum game. (related to #1)

6) Don’t let search engines rule the world. If all decisions are made to “appease” Google or Yahoo, we in effect are turning our world over to these corporate giants.

In other words, my boss says, if ToysPeriod can’t survive by just providing a good product every time someone orders. If Google can’t find us because we don’t write copy with them in mind. If we have to try to steal business away from others by bombing their blogs with our messages, then it’s best not to be on the net at all.

It’s as if, my boss says, Satan had made a plan to turn everyone into a suspicious, competing, evil individual and called that a network.

Networks are meant to include everyone in a positive way. He says the SEO idea is just another way of saying, “Let’s ace the other guy.”

What can I tell him?