The basis is that Ted - a senior figure at AOL allegedly claimed that he didn't need an SEO as he easily ranked in position #1 on google for his name. A few SEO's took this to heart and have now started to raise though the ranks for the search term "Ted Leonsis".
Currently Wolf Howl has made it to the front page in just three days (shows what a competitive term it is!). Threadwatch is on the second page - hopefully A4U will get on there too.
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LOL - That was quick but not unexpected. I read the post over at TW. Talk about setting yourself up for a painful fall. Own blog post and link love back to this thread may be in order