For those people with more time than money it can be useful to learn SEO themselves rather than paying for a consultant. Even if you are looking to hire a SEO consultant it would be hard to find the right one without some kind of industry knowledge.
Thousands of people will never figure the subject out because they rely on forums for information, forums are full of people who know very little and yet feel they are qualified to answer questions about a subject.
Most of you will know that SEObook has launched a forum this week and it is looking good already even though I’ve only done one post. What makes this forum different is the questions will be asked by people who pay $100 per month to join (they must be serious about learning) and the questions will be answered by Aaron and other people who know what they are talking about.