This is the 1st article written by a PhD holder ;
1- that is clear, simple to understand and straight to the point. No need for a second reading. In this world where things are going so fast we can't afford to waste time.
2-the author has the reader in mind while writing the article instead trying to sound smart.
3-the article emphasized Return on Understanding over Return on Words
Conclusion: I'm saving that article and I will keep for the years to come!