Years ago I was making a pitch to USV... the startup I was pitching was publishing related, and out of the blue one of the partners (Brad) asked me what order I read my Economist in? I paused to think and answered that I read front to back and skipped sections if they didn’t look interesting. Then I asked him what order he read it in. He said back to front. The conversation moved on without the chance for me to ask why. Maybe the reason was writing quality.