Well context... the information the author is presenting is simple, right brain stuff. No one with UI experience is going to have a hard time digesting it.
That isn't actually true. I think I have UI experience, but I would actually have preferred some mockup examples instead of 1 bit bmp pseudo-thumbnails to represent his ideas. Surely it would be better to show some good user interfaces.
It's not like he used gifs or flashing colors.
Now I kinda want gifs and flashing colors.