Design cannot rescue failed content.
The most common user action on a Web site is to flee.
The point of the essay is to change things.
There are only two industries that refer to their customers as 'users'.
I am certainly not an intellectual relativist, nor a moral relativist.
What gets left out is the narrative between the bullets, which would tell us who's going to do what and how we're going to achieve the generic goals on the list.