Hrm. This is why SEO seems like there's a high BS quotient. In some situations, it sounds more like a bunch of norsemen huddled around a fire trying to explain their harsh and unpredictable world via a series of angry and capricious gods, rather than rational, scientific people.

And in many ways, that's how it is - you do some experiments, and by the time you have something definitive (you think, at least), the rules change and your experiments are potentially no longer valid. Even Einstein would be no match for a world where C kept changing at random.