What I find interesting (and annoying) is they failed on "title form" when the title is short. They point to the "Google Awords" title as an example. What more is there to say about Adwords? It is what it is. Having a short title makes it much easier to scan a set of links. There is no need to expand that title to anything longer, just to utilize up to 60 characters. The description beneath the title is where they can explain what Adwords is, to anyone who doesn't already know. I am just a big fan of short, precise titles and I think forcing longer ones is silly.