<i>Principally, you care because you might have been manipulated into reading an article with a catchy name just so the author can make some sales.</i><p>If it weren't someone that we all know, then that might be an issue. But Jesse has been around the hacker and entrepreneurial community for a long time, and has a reputation to uphold. If you've been to OSCON, YAPC, etc. you've probably seen him speak and possibly met him. He's not some random dude trying to cash in on this new-fangled Internet thing.