Of course, they could be full of *it. I've read somewhere that they are deliberately driving traffic down to websites lately, to force more website owners to pay for sponsored listings. And in spite of acting all huff-and-puff about SE spamming, look at what this website is doing
Quality guidelines - specific guidelines
Provide unique and relevant content that gives users a reason to visit your site first.
Create a useful, information-rich site, and write pages that clearly and accurately describe your content.