Search Engine Marketing is about links first, then SEO

According to the latest research published on SEOmoz.org, the top 3 factors that affect your online search ranking factors are links. After that, traditional keyword optimisation becomes important. Here is the report:

http://www.seomoz.org/article/search-ranking-factors

So why is it that many clients seem to be more focused on wanting traditional optimisation? Is it perception, (lack of) knowledge, or market conditioning?

What do you think?