Yes! Actually, I just found out about SEO this year and I've never been so amazed by how SEO works. I also get to understand the difference of a black, gray and white-hat SEO. Thanks to an SEO Company in the Philippines.
I love it. Because it throws all assumptions out of window and forces you to look at what people are really looking for. Also very helpful in directing the product direction.
What more do you want when you can build a product that people are actually looking for?