[landyman]

In my experience, Titles do matter. Titles matter not only as a main "ranking factor", but also because the Title is most often the link from the search engine result to the webpage. Having keywords in there means that those keywords will be highlighted/bolded in the result, making them stand out -- I don't know if that actually makes people click on links more often, but I wouldn't bet against it.

Also, using Apple as an example from the article, Apple's Title is Apple because people don't get to the Apple site by searching for "mp3 player". People go to Apple's site because they want an Apple product. Apple doesn't need to try and rank for all that other stuff; it's not what they do and they don't need it. Branding is different than ranking.