[PeterMcCanney]

Tennant's point about the use of these words, "branding”, “beautiful”, “passion”, “making a difference”, “modern”, “clean”, is totally valid. These are qualities that web designers either want to achieve on a professional level or have seen mentioned most design blogs and rockstar designer portfolios.

These are qualities that any web designer worth their salt will have demonstrated in their portfolio. They will show, not tell, how good they are.

As for the rest of the article, I think it demonstrates the author's skill more as an online marketer rather than a graphic designer. He did get to the front page of HN after all.