Is ROI in this case a measure of comprehension? What about the enjoyment and playfulness of metaphor and expressive language - do these have a negative ROI if they aren't sufficiently terse?

How far do you take efficiency as a measure of communication quality?

Did Kevin have it right when he asks "why waste time say lot word when few word do trick?"[0]

[0] https://www.youtube.com/watch?v=_K-L9uhsBLM