My personal ending would be - to Improve the Industry's Professionalism. We're a young industry, which means opportunity, excitement and lots of fantastic entrepreneurs and personalities. Conversely, it also means a lot of unprofessional, immature behavior, even from those of us who should know better (and yes, I'm certainly including my own actions from time to time in that group). I wish we could:

• Argue and debate, both online and in-person, in more constructive ways
• Do more to reward those who contribute consistently positive, valuable material
• Do less to reward those who contribute personal attacks, overly sensitive egos & negativity
• Refrain from cliques and gossip 
• As a group, apply more principles of the Scientific Method to our practices
• Think more holistically and long-term about SEO

To be honest, I think we've actually been moving in the right direction for the last few years (despite the occasional relapse). There's a long way to go, but I'm optimistic that 2009 can be our best year yet. Perhaps the world's economic turmoil will remind us to focus on what really matters.

Your turn. Go ahead and finish this sentence (or paragraph) in the comments:

If I Could Change One Thing About the SEO Industry, It Would Be...

I'm excited to hear what others want.