Let me see, your competitor just hired me to do his SEO, so I want to see if he can out rank you. I need to fnd out what keywords you are targeting so I can beat you, so I need to gather a massive list of keywords up for the industry and start doing ranking runs on your site for a week or so to see what keywords you are ranking for, then I can design my campaign to beat out yours.
Or I could just look on your page and see exactly what I need to beat, and it saves me a ton of time and trouble. Thanks for that!!
And most people do not have the keyword research skills I have, if you don't tell them the keywords they will never figure it out.
Your choice.