Interesting article. Here's what's funny: The guy belabors the fact that years of online reading (surfing, scanning, scratching, etc.) has changed the way he reads. And yet, here he is, writing a long, drawn-out argument which he hopes we'll wade through -- as if we wont scan, scratch, and sniff through the page to get the gist, find his principle point, and move on. Better to modify your writing habits based on how you and a million other droids now read.
Just because you write it, does not mean that they'll read it.