To some degree, you're right. But why spend time over-optimizing if you don't understand every single thing that you're doing? Most people don't, even if you or I might (and neither one of us can expect anything lasting from any single URL/keyword effort on any kind of regular basis).
It's better to get traffic and popularity than to spend time trying to optimize keywords, especially when your SEO initiatives only provide a short-term bump and they go away after your "keyword optimized page" is no longer fresh.
In addition, keyword research also saves me time because it prevents me from building pages on topics which will not bring in visitors.
I have a very different idea of "cool" than the average Internet user. Keyword research tools give me a window into their minds.
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