People buy benefits, not features. It's not what the product is, but how it helps them - what use is it. If Wilcox eloquently illustrates the unreliability of

People buy benefits, not features. It's not what the product is, but how it helps them - what use is it. If Wilcox eloquently illustrates the unreliability of other people and the inappropriateness of optimism, this could reassure people in some cases. Certainly, its very eloquence can be of use to people who appreciate that in itself, or who want to study it (but that's what Stephen King complains of here: http://news.ycombinator.com/item?id=633935 http://news.ycombinator.com/item?id=633935) People want to be encouraged and inspired by their reading. Most of us don't need assistance in being discouraged. I think I might go read some more Emerson.