Yeah, I know can you believe it
Anyway, look we know lots of websites are doing it, yes even the big brands and are ranking well due to this strategy, I suppose having a big budget to play with, the temptation is just too much.
I am paranoid also, isn't everyone in this industry, I mean if you do follow Google's guidelines, there is no way you are going to rank well for competitive keywords, I look across all industries, especially retail and they are all it.
You have got to be more aggressive I think to gain good SERPs