"The experiments I am about to relate ... may be repeated with great ease, whenever the sun shines, and without any other apparatus than is at hand to every one."

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There should be two main objectives in ordinary prose writing: to convey a message and to include in it nothing that will distract the reader's attention or check his habitual pace of reading - he should feel that he is seated at ease in a taxi, not riding a temperamental horse through traffic.

— Robert Graves