But 48 hours later, I noticed that "Lumberton Trading Company" had shot up the "Hot Search" rankings, and realized the phishing scam must have been massive.

But interestingly, when I googgled the phrase on Monday morning, aside from one link to the Lumberton Trading Company web site, the vast majority of remaining search results provided no useful information at all -- they appeared to be automatically generated Web pages that did little more than incorporate the name "Lumberton Trading Company" -- typical garbage keyed to whatever people are searching for, in near real-time..

Source: http://www.salon.com/technology/how_the_world_works/2010/03/15/lumberton_trading_company