When you think of it, it's the first thing most potential customers see in the search engine results.
If I was looking to buy a frog - and 'buyafrog.com' was listed at #1, but had a description that read 'Buy cheapest here'.
But - result 3, 'buyfrognow.com' had 'Buy elite and healthy pet frogs with free shipping and a starter care kit'...I'd opt to visit that site first.
So, as a first point of contact with the customer - isn't it very important? And, is there a formula for the best thing to write?