[readred]

keep in mind what he's aiming for, he's not being honest

his definition of 'good' at the beginning of his piece, is not what he says. it is not 'right ideas' or 'flow well'

what he is really means is 'convincing'. i.e. effective rhetoric

not only that, it's rhetoric spoken with a speakerphone aimed at the masses. In that the simple content > complex content.

if one were to take the perspective of 'good writing' in that it gave the readers something, rather than take - it demands something of the reader