It is Google's fault. So were those when you could rank no.1 for a term without having the term on the page because the links pointing at the site had them inside the <a href=""></a>.
The classic case is the Google search for "news". CNN used to come up first, now it is second. For the longest time, the word "news" did not appear on the CNN home page. At the moment, I see four uses of the word "news", not counting menu items.