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How people read on the Web (01 Oct 1997)
Users detested "marketese"; the promotional writing style with boastful subjective claims ("hottest ever") that currently is prevalent on the Web. Web users are busy: they want to get the straight facts. Also, credibility suffers when users clearly see that the site exaggerates.
Article URL: http://www.useit.com/alertbox/9710a.html

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