"You don’t need to tell people what they’re reading nor should you attempt to influence their reaction."
Really reflecting on Item #2 can improve one's writing quite a bit. Even many really good writers I know tend to patronize in some way--sometimes quite obviously, and other times subtly by over-explaining things, for example. Honestly, it's one of the better pieces of writing advice out there, and it's not generally being widely taught. I'm a writer myself, but really I didn't start to widely notice this until a few years into my current profession of being a web developer. I see web site owners (usually fairly inexperienced writers) doing this all the time.
Anyway, nice article!