I had never even read 7-Zip's landing page until now, even though it is always one of the first programs I install on Windows. The page is just fine for that pu

I had never even read 7-Zip's landing page until now, even though it is always one of the first programs I install on Windows. The page is just fine for that purpose because the download link is clearly marked at the top of the page. To the author's point about using "you", we could consider two hypothetical headlines for the 7-Zip page: "7-Zip can compress and decompress just about anything." "You can compress and decompress just about anything with 7-Zip." I have to admit that if I had never heard of 7-Zip, the second line would probably be subliminally more effective because it gets me thinking about what I can do with the software, not what some abstract someone can do with it. On the other hand, combine such a headline with a Bootstrap theme and 500-pixel fonts over a giant stock photo, followed by three SVG bullet points, etc, and I'm going instantly into defensive mode--shields up!