We have a pretty good idea on SEO. One of the businesses is a web marketing firm focused on Copy Writing (he's a copy writer). So, we do know the basics and can ferret out BS, but he/we believe good SEO takes time and effort. Neither of which he (or anyone else) has any interest in. Why spend weeks learning and then months implementing SEO, when you can pay someone to do it? His time is more valuable than the presumed cost of paying someone (copy writers also make serious money).