On the subject of paid links and PR, I have found that some (many actually) webmasters are arrogant. For them, it's all about their sites being so great that they get one-way IBL (Incoming Back Links) automatically. If you ask for a reciprocal link, their answer is just like they're saying, "I haven't found a website worthy of my links yet, what makes your site so special?" And the topic of paid links is "above" them...unless you are willing to pay three figures per month that is. But the way I see it, the internet was - and is still is - built by links. And paid or not, linking out should not be based on whether Google will devalue your links, or based on arrogance - but should be decided on by whether the sites are relevant to each other, and if so, can you monetize that link for the benefit of yourself as well as the advertiser. What do you all think?