I really do not know why again so much hystery here. Someone is deceiving Google with some shady SEO stuff. Well any SEO is shady, because it deceives Search engines by definition and you either do SEO, or you buy traffic or you have no traffic. That is my point #1.
Point #2 is that this is hard to prove. The affiliate might in theory buy some SEO services and then it is hard to hold him responsible or bring evidence.
Yes, I have seen a major problem with the page above (which is now offline for me) that shows the guy is total scammer and bet365 and many other bookies should be aware of him, but not for the reason of manipulation of SERP, which is something we all do. Remember any manipulation of SERP is something that Google forbids and at the same time manipulation of SERP is not breaching the law. Hacking into servers is ofc, but this might be just poorly made websites where the pdf's were uploaded.
What makes me laugh is really the collective hypocricy how there is a legitimate linkbuilding and illegitimate one. There is no difference. Better live with that and accept the world as it is not as you wish to be. I really hate how the affiliates are distorted from the basic thing which is to hold the contract and pay the money promised. I hate the idea where it is affiliates who are the police of the internet. If you do not like this scam, you should have reported it too Google, the page would be deindexed fast. Or you should have looked at the code properly and tell affiliates much more important reason why to ban the crooks. But I refuse the "seo spam" term. Especially by us seospammers.
If you talk to God, you are praying; If God talks to you, you have schizophrenia.