Writers often manipulate science to sell articles or books. This book is full of "Truths" that are completely unsubstantiated. Only a bit into the book, the whole cloth pronouncements on what "they" (the user) want and find useful come fast and furious. Where are the references? Even an anecdote? Nielsen left out any research to hide complicated conclusions. Nielsen is considered by many in the business to be an expert on web usability, but the book has exchanged any good science for gushing cliches and maxims. Simply no credibility, unusable by mature professionals. Perhaps the book is meant for hobbyists? I did not get that impression from the presentation. This book is written to make money, not to get at the truth. This book is about Nielsen, not web usability. I suppose the scientific shortcuts work well for the publisher, but this is not a serious effort.