One of the leaked documents this article is based on explains a lot more of the background: https://www.documentcloud.org/documents/7016657-Five-Rules-of-Thumb-

One of the leaked documents this article is based on explains a lot more of the background: https://www.documentcloud.org/documents/7016657-Five-Rules-of-Thumb-for-Written-Communications.html https://www.documentcloud.org/documents/7016657-Five-Rules-o... (Disclosure: I work for Google, speaking only for myself)