I also gave that a thumbs up, but I think that some of the claims about PPC tweaking are over-blown.  I can see tremendous variation in CTR and conversions on my keywords WITHOUT making any changes.  I think that people spend a lot of time making changes based on what is essentially random variation:

1. Ad A is shown to 1000 people, 200 of whom are actually interested in buying the product
2. Ad B is shown to 1000 people, 50 of whom are actually interested in buying.

Ad A will show a big edge in CTR and conversions, but this will have nothing to do with the content.