Whats the difference between click fraud and dvr fraud? People act like click fraud is going to ruin the entire search industry. Has the fact that people change channels during radio/tv commercials made the neilson ratings obsolete? Has the fact that people can now record a show on their dvr and skip all the commercials brought the tv ad industry down? No? Why not? Because advertisers know that not all viewers actually watch/pay attn to their commercials and pay a little less then they would if they could guarantee attention. The same thing with google. If advertisers think x% of clicks are fraudulous, they'll bid less on their keywords. If they really are fraudulous, they can ask google to investigate and if its found true, they'll get a refund. The greatest thing about online clicks as opposed to any other form of advertising is you know right away what % of customers came from the ad. anyways thats my rant on click fraud. really not much different than any other type of customers-not-paying-attn-to-advertisements.