Google Adwords: the most expensive word is free

Most artists are resigned to the fact they won't make money through their art. Christophe Bruno, however, decided to try use his art to lose it instead. And in the process he came up with a fantastic way to subvert search engine advertising.
His site tells an interesting story about how he bought Adword space on google and used it for his poems, and how google ended up censoring him.
It raises an interesting question about how the nature and value of words has changed - with 'free' being the most expensive keyword on sale.
Something to think about next time those focus group results come in...