The academic index equation---probably the most crucial part of the article---could have been more clearly explained with, well, an equation (or two). Instead, it is a 626x752px image of words and arrows and nested fractions, and there's a colored box with ordinal numbers spelled out, and it's oriented vertically. Not to mention that the whole thing is a jpeg, so it's full of compression artifacts. Avoiding equations is not only unclear, it may even discourage scientific literacy.