Multi language switch links translated or in current language?

Question

Should I do:
A: translate the language links in the current language: (if I am on the English version)

<a href="en/">English</a> | 
<a href="it/">Italian</a> | 
<a href="fr/">French

B: the links in the native languages:

<a href="en/">English</a> | 
<a href="it/">Italiano</a> | 
<a href="fr/">Français</a>

From a user perspective option B is obvious, but what about SEO?

Answer 1

You could turn this question on its head; let's say you land on the page, and the current language is Russian; which of these do you pick to get to something you understand?

• французский
• английский
• итальянский
• русский

From a usability perspective, I'd say that the language names should always be in their native languages, over the current language.