Look, I play by the SEO rules, and yes there are rules. If one of my competitors, or if one of my clients competitors, are trying to game the system I report their axx, and you should too.

SEO spam is still a serious problem but Google has become MUCH better at detecting it on their own and much more responsive to acting on tips.

Report SEO spammers here- https://www.google.com/webmasters/tools/spamreport you must be logged into your Google account.