1. Don't Make Me Think!
  2. It does not matter how many times I have to click as long as each click is a mindless, unambiguous choice.
  3. Get rid of half of the words on the page. Then get rid of half of what's left.
  4. More words on this topic.
  5. Brink 2011
  6. Mike Rowe 2011
  7. Sabletine 2010