Well, you just need to be bothered to do the work that gets those searches there, I imagine. I don't know that it's really unfair. It's all about using the system to your advantage with the internet these days. It's the new wild west, IMO.
And I'm sure it has an effect, just like any ad does. Why just today I was leafing through the new issue of TapeOp, and came across both your ad and Farview's. And damned if I didn't give those ads more preferential treatment.