That page violates TOS on a couple of levels (1: bids 2: Other text ads on a page with Adsense), I don't know that I trust their bid levels anyway.
The important thing: expensive topics yield expensive clicks. That shouldn't be how you decide to make/create your page. Tweaking = good. For instance, if you have a page about credit cards and you mention "mastercard" 100 times and "credit report" only once, you might switch that to get better results.
-Allan