I absolutely agree with you, and it probably causes more pitfalls than it does good.
However, I am still thinking about how to utilize this to at least a tiny degree. Obviously I am not going to dictate to my clients what to write in titles of jobs they are giving me. But I do have the occasional regular clients who just put titles like "Assignment for Sandra" (or similarly random, this is just an example), so I might ask those to instead use titles that are somewhat more discriptive of the actual work. Same with portfolio items, and I have been meaning to do some rewriting in my profile anyway.
Hmmm...it's been a while since I was invited. Now that my portfolio's pretty much as updated to how I can write it, I'll give you guys a heads up if any weird jobs turn up.
P.S. I wonder if this also affects the RECOMMENDED JOBS tab.