Spy Fu - but is it true?

There are a lot of competitive intelligence companies out there (see previous posts under this topic) the latest is Spy Fu. The presentation is great; they seem to show you everything about the target companies marketing. What they spend, where their links come from, SEO results, paid results, the list goes on and on. My only questions is how accurate is Spy Fu? I ran the results on one of my competitors to see if it passed the smell test. So far the jury is still out…