Ask Jeeves and Lycos Enter the Search Engine Optimization Field

In a very curious move, Ask Jeeves and Lycos have entered the seach engine optimization field. I guess since they're the search engines everyone's forgotten about, they feel like they can get away with offering optimization services--they'll mostly be optimizing for Google, Yahoo and MSN, anyway, right? Their prices are pretty steep, but I have a feeling they can attract a lot of customers by the simple fact of who they are. Who better to optimize your site for the search engines than the search engines themselves?