This document discusses the pros and cons of using pre-built themes and frameworks versus custom coding. It notes that while pre-built themes can save time and money up front, they often require customization work that negates those savings and can introduce compatibility and security issues. It also argues that pre-built themes alone do not provide "SEO magic" and that content and links are more important ranking factors. The document recommends using best judgment on a case by case basis and educating clients on appropriate expectations.