"glengara, if you're suggesting that an SEO with no understanding of IA, usability, accessibility, Web standards, design and best practice (and the practical application of these) is somehow a valuable asset to this industry, then you're more deluded than I thought you were." So why are you flogging his SEO Book?
Hasn't Aaron Wall produced quite a few commercially successful sites? Definitely an authority on SEO first and foremost but I wouldn't have thought a bandwagon jumper.
Here's a prediction, the SEO bandwagon will shortly become even more crowded
Good for you. Go get 'em tiger!