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I agree. I tend to be complacent; if it's optimised in Google it'll probably do fairly well in the others (or at least as about as well as it can without PFI/PFP).
I tend to go for many targeted phrases, rather than one 'big' general phrase. For someone in the other position (needing to score highly under a single word) then Google may be out of the question for them. For a highly popular phrase, it's better to be #1 on AV than #101 on Google.