I especially like the Guru reference.

You’re differentiated from other “gurus” in that you are at times self-deprecating and you are always honest. No outlandish claims – no unrealistic promises.

For me, this comes across as being very trustworthy and it is one of the reasons I joined the Ring Of Fire – that and not to mention that there were very few communities that focused on PPC. While there are experts at Ring of Fire – there are no “gurus” that I’ve seen. Everyone helping each other out sharing good marketing ideas and information.