It's a moderately competitive keyword with 14,800 local searches per month (using google.co.uk). Their link profile is rubbish - mostly low rent links with a Wikipedia (nofollow) link thrown in. I can't find any reason why this page should have a top 10 ranking. It must only be a matter of time before they are found out though, because they mention that keyword at least 20 times in a row using hidden text and they don't have any quality, followed links to support their position.
there are niches where every site in the top ten is blackhatted up to the eyeballs, google doesn't seem to care.