I agree, this should not be down-voted per se, as its not really an "ad-hominem" atack on the article, given the subject matter. Its a fair critique on readability. "Readability" is central to the discussion for a bunch of reasons:

(1) <cost> The "brain damage factor" is relevant tradeoff to consider, if and when present;

(2) <information efficiency> or lack thereof is a nother key determinant of success; and

(3) <threshold competence> failing to understand (1) & (2) damages credibility ever-so-slightly.

Let us not forget the subject: competition, criteria, and selection of optimal media platforms.

Finally, this article // is a bit // <Exit through the Gift Shop> // with its finish.