I just see it as a business decision. From the outside, a black-hat SEO campaign just looks like a really successful SEO campaign. "Oh, you're ranking for 'cheap dresses' a couple years after you started. Awesome!"

I'm basically helping investors figure out if their investees' rankings are sustainable. Ideally, I'd see a site like Mint (ranking for "money management software" because that's what they're good at) or OKCupid (#1 for "online dating"), rather than Milanoo.