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Yes, I think we should constantly be doing all those things like
encouraging the reader...it's how we get him/her to read our stuff. BUT
this might be more about usability & audience analysis & getting to know
our audience, and not working out of our own biases. Do you know what a
veliger is? I didn't, and wanted to change it to a better-understood term
(a larval mollusk; now you know!!). Then I found out my audience knew
veligers from mollusks like I know my phone number. What I would've
thought was helpful would've been perceived as patronizing.
So: do we really have here an argument for usability & audience
analysis before moving on to the rhetoric? For ex, do *all* engineering
firms work solely in greys and maroons? All lawyers in Times?
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