The Rules of Engagement… nothing new

I always read with great interest articles talking about interactivity and user engagement but, this time, I’ve been rather disappointed by Jeremy Lockhorn article on ClickZ The Rules of Engagement. No new ideas, no new tips, no new opinion, just a bunch of obvious stuffs.
Sorry for this “extreme” judgement, but I’m used to expect high quality content from ClickZ and this way it’s easier to get disappointed, even though I understand it’s August, it’s hot, and the climate influences our performances