Anyone pick up a WSJ today? They have a special report with all sorts of SEO techniques, including: put keywords on your pages and in meta tags, get backlinks, and have useful content on your site. Wow! (p.s. They also had quotes from Aaron Wall.)
Wired had an article about SEO few month ago. it is just pure fun that they stress "put your keyword in title" for 3 or 4 time