[pchristensen]

He's writing to two audiences at the same time but favoring one over the other. The bold, etc makes it hard for readers to read, but since they are readers, they'll read anyway. If they can't read it, at least they'll skim.

He's writing for the skimmers, which happen to be some very large percentage of web users. But these articles are mainly just loss leaders for his books, full reports, and conferences, which are all media where people give full attention by design.