I didn't mean to get hung up on the term 'black magic' as it pertains to things that are purely evil and mysterious in nature, but rather things that are genera

I didn't mean to get hung up on the term 'black magic' as it pertains to things that are purely evil and mysterious in nature, but rather things that are generally useful but (socially) in poor taste. Also, it feels a little dirty. But this raises a valid point that we should address. If there are, as Matt Cutts points out, more than 100 attributes that can affect your search engine rankings, and you are purposefully attempting to manipulate a decent subset of them, then you have likely fallen from grace in that you are no longer just using 'creative marketing, accessibility and best practices'.