Do anything for a long time and in a very busy life and you start picking habits, patterns. When you write a blog for so long it's obvious you will develop a tone, style and way of writting that will feel deja-vue. And of course you can't be a genious every day so many time you rely on a formula you know works for you when the spark isn't there. That does't make it less genuine. If anything, it's human.

Plus they have a (fantastic) business to run so it get influenced by it.

Still, the last articles on password were high quality material.