who would decide who's turn it was to be number one in Google?
If everybody paid to have their site optimised, or did it their self even, then they would all expect the number one spot. To me, it is a load of bull, and only heavy cash can guarantee a number one position using this method.
This is not sour grapes because I can't get to number one. In fact my site always comes near the top of Google pages, including number one, on several subjects, and I have never even submitted my site to a search engine let alone optimise it.
Just use the most relevant meta tags, and let them find you.