It's worked well for me! Used to be that I had one result for each of my top search terms that showed up halfway down page one. Now for EACH of those terms, I have both the #1 and #2 position.
Another couple of search terms bumped me from mid page 2 to the bottom of page 1. AND on another site, we went from mid page 2 to mid page 3. For us, searching our many geographic oriented pages, we now blast the long established ones, even in large cities like L.A. and take both #3 and #4 in Chicago and New York.
Again... cream rises to the top in the big G!
All that aside, numbers don't impress me much. It's like which bank has the tallest building. Bragging rights, that's all. Has little to do with the consumer. It just means twice as many crap pages to weed through after page 10 to find the gold nuggets.