Bloat is one thing, and good content design another. The NHS, and gov.uk, are some of the largest employers of UX/content designers in the UK, and recently it

Bloat is one thing, and good content design another. The NHS, and gov.uk, are some of the largest employers of UX/content designers in the UK, and recently it shows. A lot of it is considered the gold standard for content design; extremely clear, well presented information, where the most commonly relevant information is easily identified and straightforward. Less bloat is, I guess, a side effect of good content design, rather than less bloat being the reason they're good sites. Of course, it's easier to do good content design when there isn't any commercialism involved. As soon as you have to introduce ads, sponsors, paid-for content and unnecessary padding/pages/waffle in the name of views and clicks, you can say goodbye to good content design and low bloat.