I disliked the word choices (unsophisticated reader) so much that I couldn't finish the article, ironically I suppose.

If you are going to make a bid for identifying a behavioral pattern or personality type or what have you then try not to use a word that carries too much baggage or would be generally considered the opposite.

I think if you asked people generally what a sophisticated reader was they would probably assume someone who read a lot, was willing to drop books and not finish them because they were not good, and so forth. But in this case he wants to call them unsophisticated readers in what I can only ascribe to knee jerk contrarianism and thinking it would be clever.

I mean really, if I could get everyone to call what was called a sophisticated reader an unsophisticated one think about what that would do for my genius career!