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Look at http://www.wordtracker.com/academy/keyword-basics-part-1-how-search-engines-work Some of the issues really having this website are making this way as a result using different twins to get to actually click on the landing page. It is not a source code does not necessarily mean it is bad. Honestly if it adds to the end-user experience finding the best thing that they can looking like if for bed bath & beyond bedsheets then I don't think it's bad thing. If it is going to up them in the SERPS just in order to just get a higher ranking of course it should be blacklisted and it should be under the category of black hat technics however I do not believe it is. I hope I've been of help, Thomas

Thank you Andrea. This is very helpful. The example you gave really clarified for me! We are going to make sure any changes we make will be of value to our users Thanks, ThatKwameGuy