rebranding SEO won't work because the riff raff will just call themselves whatever term is popular.
Steve it's the legit people in the industry talking about rebranding the term because what they do isn't all the stuff that gives seo a bad reputation. Not everyone in the industry is sending out spammy emails. Unfortunately to many it doesn't matter what the reputation of your company is. The term seo itself carries so much baggage. There are some companies deserving of a good reputation because of the work they do, but the name of the industry drags them down a bit.