Don't forget about Aaron Wall, who created SEOBook.com -- He's a big player, even if he doesn't want to be. I actually respect Aaron Wall a lot, because as much of a capitalist that I may be, he is just the opposite, he spends his time and talent with seo doing things that benefit public awareness for causes like anti-smoking (I'm a smoker). I think it takes a lot of guts to not sit there and make a shitload of money, but instead do things for public awareness like he does. He gets my vote, tenfold.