"There is no such thing as white hat cloaking"

You'll remember a couple weeks ago when I discussed how MLSsoccer.com is hiding content to boost the search ranking of images. Today Aaron Wall has a great piece which takes the quote in the heading from Matt Cutts in 2008, and contrasts it with Google's current experiments with cloaking content and it's current message to other publishers:

On the one hand they tell you to optimize your ad placements & on the other they tell you that those were not optimal & are so aggressive that they are spam.