Saw someone wonder why all the numbers are off between products...
Who cares what numbers they throw out? I'm not saying that to be a jerk, but I've done client work for a long time and spent a ton of money in PPC over a ton of markets and you don't know until you start putting the cash out there... unless you work for the search engine. 50% or more of queries are unique in that they haven't ever been searched before.
The keyword tools are nice to help brainstorm, but seriously if you used Adwords keyword tool, wordtracker (free or paid), keyword discovery (free), ask related searches, a thesaurus, blah blah, blah blah, blah blah, you'll have your keywords. For most people keywords aren't a problem - it's landing pages, choice of niche, and being remarkable.