I find it really interesting Mike, and it certainly is true for many websites, but what you didn't mention is which verticals these two clients fall into and how aggressive they are with their efforts. I would say that if any of them lead the head with broad terms then it would be a different story because they made it to top ten and are benefiting from traffic from high search volume queries, but if they are not top of mind, then there is a notorious opportunity with keywords in the long tail for them which makes more sense for players who come late into this competition or are shy with their tactics. I'm assuming this is what you wanted to point out. Thanks for the formula!