He's not a PR guy. Here: http://en.wikipedia.org/wiki/Steven_Sinofsky http://en.wikipedia.org/wiki/Steven_Sinofsky MSDN blogs are usually full of stuff MS engi

He's not a PR guy. Here: http://en.wikipedia.org/wiki/Steven_Sinofsky http://en.wikipedia.org/wiki/Steven_Sinofsky MSDN blogs are usually full of stuff MS engineers are doing. I think he is trying to write to a more broader audience than just developers (bloggers, social media people, etc.), hence the crafty wording.