Completely agree - brevity of thought make for a punchy article that is better to read and more likely to have an impact. The three main killers are (1) passiv

Completely agree - brevity of thought make for a punchy article that is better to read and more likely to have an impact. The three main killers are (1) passive voice, (2) long words and (3) jargon. If you can write something that avoids the above (except when necessary), you're on your way to reducing any waffle that your reader may have to wade through, and if polished enough can turn into prose that shines. Looking at the Microsoft article I can't help but think that they've said nothing at all, but the Google article has just the facts ma'am and leaves you the better for it.