I've noticed the battle! I've even started wagering with myself who will have the trophy when I log on every morning. and I turn the sound off on my comp when I play the noise is wayyyyyyy too distracting.
mm
I just turn it way down, or off. It's pretty annoying.
For the first level, the first thing I always look for is matching tiles right next to each other. I find it's best to start looking in the central horizontal area.
On consecutive levels, I look for matches in the following order:
1. matching tiles on the side that the board shifts
away from (on the second level this is the vertical central line)
2. matching tiles on the flanking sides, perpendicular to ^
3. tiles right next to one another, anywhere
...and rotate through each search 'mode' as needed. I find this method helps keep down the possiblity of missing possible matches in the central mass of tiles as they sometimes shift next to one another in the ebb & flow of the game. The trick, of course, is to zip through this process as fast as mentally possible, all while keeping your pattern-recognition skills at maximum.
I can't tell you how tired my eyes get after a few games.