Shepard SEO was on the principles of freedom; Not just financial freedom, but personal freedom.  To have the ability to do what you want – whatever that may be – whenever you want.  As long as we do not interfere with other persons property rights, then we should be able to trade freely in the market place.  I believe that a company that presents value to it’s customers, and delivers that said value, is the only company one should do business with.