In two excellent posts in reply to an old theory about a conspiracy surrounding Google's toolbar, EGOL points out the value of SEO money being spent on internally developed content and then goes on to say:

Someday, google will rank a site mainly, if not entirely, by its content. You can bull**** people with links but content is the only measure of true value.

Brilliant stuff... Read the full post - Toolbar >> Center of Conspiracy Theory??