I have no bias against Mr. Murdoch but why waste the limited amount of time and energy afforded each of us by freely offering unrequested and uncompensated advice?
Good way for the author who works in the area to be able to organize their thoughts on the app. Without the structure of the blog post it can be hard to clear your mind and gain some insight from what you are seeing.
It's also easier to remember tips and dictums when given an example to ponder than if provided in a vacuum.