Kill the rabbit
Proposition: The internet is amazing.  I needed a place to get my smog checked and the Feeling Lucky hit for "smog check San Francisco" pointed me to the perfect place just 8 blocks away from my house.
What's hot is that the referring page is a personal account of smogcheckery, complete with hard-to-read font and layoff commentary.  I've been connected to someone I'll probably never meet (and a great garage) by virtue of search.
Opposition: My blog is the first hit returned for a search on "rodent death." 

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