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It really depends on how important someone's name (reputation) is worth to them. I know a guy who owns and investment firm in Clearwater that got caught up in the Lou Pearlman Ponzi scheme a few years back. When you searched his name or the name of his firm, that came up first in the organics. He paid A LOT of money -- well over $100k to get it off the first page. Out of curiosity, I just Google searched his name, and it is still on page 1. Oops.
I think all situations are different. How much do they stand to lose? How much work will you have to put in? How much are they willing to spend? Too many variables to give your question an honest answer.
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