Google’s “How Fictitious Clicks Appear In Third-Party Click Fraud Audit Reports” wasn’t attacking those concerned about fraudulent clicks, Google was attacking firms promoting weak methodologies which attempt to estimate fraud. Reading Google’s response was like watching someone shoot fish in a barrel — not at all difficult for the shooter, and decidedly unpleasant for the fish.

Here’s a modest proposal to search engines and comparison shopping engines: Embrace transparency. Provide itemized click reports to advertisers and their agencies