I also agree. If something cannot be explained in simple terms, then there is no way that it will be understood by enough people to actually trigger a change in

I also agree. If something cannot be explained in simple terms, then there is no way that it will be understood by enough people to actually trigger a change in collective behavior. There needs to be some kind of marketing to give people an incentive to read the whole thing. The marketing can be technical but it needs to be short and it needs to appeal to a common set of principles which people already have.