There was a bit of an unanticipated dustup in response to Mona Elesseily's perfectly sensible column about "fake" PPC experts over at Search Engine Land last week. ( George Michie also nicely pointed out some useful advice he's really written lately.) Surprising that it was so controversial. We may come back to that issue, but it also reminded me of the larger issue of vendor selection that keeps coming up again and again in our industry,