Because KISS doesn t work in every genre. Poetry is not supposed to be simple. Unfortunately, this principle of good writing is being undermined by two factors on the web, one technological and one cultural. The technological factor is that articles can be long so long that if they were truly written in inverted-pyramid style, the thousandth paragraph would be crushingly banal. The cultural factor is the pressure to continually update websites with new content.
Website content becomes filler.
Writing for the web becomes an act of filibuster. Going on-line becomes the equivalent of receiving 500 TV stations through cable and satellite and nothing s on. Concede that not every website is a daily publication. An on-line brochure works for some websites, and the term brochure need not be so pejorative. That s the way it goes.