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I love reading stuff that just sounds plain ol' human. And, not kissing up here, but Jon does a good job of it. It's just a tone or something that rings just fine in your mind as you get past the words...
I also like funny & engaging, but getting to the point quickly enough so I don't fall asleep (or return to the search engines).
I recently came across the funniest Terms of Service (yeah I couldn't believe it either LOL) I have ever, ever seen. And, I actually read the whole thing.
Humor - and a really good use of bullets, headings and white space - goes a long way with me.
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