IMHO, SEO is a natural, "Process", not a, "Skill".
One common trait, and yes, perhaps I'm taking a shot here, of SEOs, is to use the word, "BANNED". :yikes: I'm not sure if it's an industry wide scare tactic, but it must work. IMHO, if you design your site for your audience and your objective, steering clear of all SEO tactics (Excluding the obvious), you'll do fine, just fine. And don’t be so frightened about being, “BANNED†lol! There are plenty of search engines to go around. 5 Years ago, AltaVista/Excite was king and inclusion into the Yahoo directory was a MUST. Oh how times have changed…

R.I.P. Alta Vista :blue:
"SEO is NOT a black art"
Although the search engines have stated publicly, they regard this is SE, "Spam", I'd still have to agree with you on that. That is, if you're in the <Guess> 5%, "Legit" group. The other 95%, which take one's money, produces little or no results, or even gets the site blacklisted (Links from link farms, etc.) have given the industry a black eye.
"Any SEO who does not use PPC as part of the web marketing package is not that up on things IMO."
I would agree that any, "Complete" online marketing plan would be laughable without PPC included, but I'm not sure where PPC and SEO correlate. Unless the SEOs are now calling themselves, "Online Marketing Consultants". Again, PPC is a vital component to a healthy online marketing plan.