gmoney - 1:41 pm on May 20, 2003 (gmt 0)

If Google and the like search the text that deeply and dig up references like that then is there any point worrying about key words?

Your example highlights why I like to "worry" about keywords. "Fake Rolexes" is one of those keyword gems that has loads of searches and a relatively small amount of competition. Just the mention of it on a website can bring you traffic. Imagine the traffic a pawn shop or somebody could get if get if they were actually targeting that keyword.