Did you know someone tried to trademark “SEO” (Search Engine Optimization”?
Their rationale was to try and get some ethics in on a field in which probably 97% of the operators are either incompetent or downright frauds.
Of course, who decides whether someone is ethical or not? Competent or not? Who can be trusted?
The truth is, there is only one good answer and that is, do they deliver?
Only an educated buyer will be able to tell.
There may be no other business decision in which the typical buyer knows so little about what he is buying.
THAT is why sharks and idiots run rampant in the Internet Marketing industry.