Who Should Get Penalized For The Shady SEMPO/Google Bought Link Deal (Poll Closed)

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How exactly do you penalize Google? Knock them down a few spots in the SERPS? I knock that Google as demonstrating a do as I say, not as I do attitude but nothing will change as a result of this - SEMPO should be pinged however, as they would have physically added the link and as such, they should be responsible for ensuring proper practice is carried out.