They are using the full product description as the title of the articles and also for header 1.
This seems to get them on page one of Google.
I was considering trying this, but when I look at Google Keyword Tool and put in a product description that I am about to use as my Title, I find that there are no Global monthly searches for this.
My colleagues tell me that Google Keyword Tool is not reliable, as they are getting traffic from Google for their product descriptions.
Is it possible that Google Keyword Tool can show no searches for a keyword phrase, but in reality there are people searching for this phrase?