I completely agree, I was about to write the same: that name is VERY badly chosen, it conveys the wrong idea to anybody who has not read the origin of the term,

I completely agree, I was about to write the same: that name is VERY badly chosen, it conveys the wrong idea to anybody who has not read the origin of the term, and makes it sound horribly pretentious (something I hate). Whereas the ideas are quite sound (and common sense). I also find it weird, to say the least, that so many people seem to rediscover those ideas that have been known -and advocated- FOREVER by people with a clue (look at Jacob Nielsen for an example). I also enjoy the irony that the writer uses a VERY BIG font for the titles (H1), that "brutalizes" (LOL) my eyes, especially the HUGE title of the article: they are MUCH too big. BTW, it's "béton brut" not "betón brut", the typo makes it seem really weird for french people. Cf. https://en.wikipedia.org/wiki/B%C3%A9ton_brut https://en.wikipedia.org/wiki/B%C3%A9ton_brut .