One Word Rankings

It's common in seo to make suggestions to potential clients to not go after that elusive one word phrase. But by doing so, and with seemingly all seo professionals on board, has it gotten easier to get ranked for one-word phrases? Some of the seo guru's will say that the one word phrases don't convert, but that is proving not to be the case any longer.  About 20% of all people coming in on a one-word phrase converts to a sale for something on the site. And, with soo many seo's purposely not going after them, this presents an opportunity to grab those top rankings for those magical traffic drivers. So lets use those one word phrases and sell, sell, sell!!