This reminds me of something that David Ogilvy of Ogilvy & Mather advertising agency was know for. Mr. Ogilvy never hired any copywriter that had a college education because he knew that they would have a tendency to write copy above the head of the general public (when many people did not have a college education). Key word development is the same way -- a good company will go above and beyond to determine what key words will work the best -- and this means getting down & dirty with research. It's easy to assume that we all think and search the same ways, but the fact is that we don't.
That is exactly right Kevin and a great point about David Ogilvy. Always learn how to speak like your audience, not speak at them.
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