Microsoft has an interesting site were they followed the money for search spam, using Fiddler.
Strider Search Ranger: War on Search Spam: Shifting the Battleground by “Following the Money”
Page rendered at Monday, October 13, 2008 2:48:16 PM (Pacific Standard Time, UTC-08:00)
Disclaimer The opinions expressed herein are my own personal opinions and do not represent my employer's view in anyway.