Phillip Lenssen has outdone himself with this adorable little tale of the mom and pop shop whose golden goose is an SEO consultant.
The opener...
"There was once a mom and pop kind of web shop selling auction products, making money through the affiliate commissions. She (the wife) would do the design and customer contacts, and he (the husband) would do the programming of the site. Mind you, they had no products of their own. The only thing they could do to sell more was thus not to improve the products, but simply improve their site to bring in more people and do more sales...."

(Read it all here.)