It's somewhat chaotic, and repetitive but collects a lot of information in one place.
I like this the most

Another advantage is that their competitors, are not actually taking them seriously. This flying under the radar, will be a key component to their success.
Yes, the article is somewhat chaotically written and you can see where some of the information has come from the old white paper and refers to XEL as ELC. But the basic argument of the article is a positive one. :-)