 Whitwell's skill at distilling a long thing into a short thing comes from his time as a magazine editor. It was almost a bit like, you know, pull quotes in magazines, where you've got a magazine article and you find the little quote that is the important bit from the article. That important bit is then reprinted in a bigger font inside the body of the article. And that's the thing that often gets read far more than anything else, because people don't read the body copy, but they scan over and read the pull quote.