Does Googlewashing really work is it misleading advertising by SEO companies?

Googlewashing claims to clean up negative information on the Internet. Companies like ReputationHawk.com, DefendMyName.com and ReputationDefender.com claim to do this, but it sounds like regular SEO services…and who knows if even those work. What are your thoughts?

Reputation management is becoming big business on the Internet. American Airlines recently spent millions pushing negative content off of the first page for a search of their name. Basically, the process is regular SEO with an emphasis on new content that can be ranked under a business name, pushing negative content further down the search results.