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It's pretty remarkable to see something non-technical (e.g. broadly-appealing/humorous marketing) put into a framework like this.

I just wonder if it dilutes the value a little bit. I've always enjoyed the jokes in their emails, but now that their cookie-cutter nature has been revealed, I might look at them differently.

Essentially all large publishers have official internal standards to put their corporate voice (and use of English -- or whatever) somewhere where it can be standardized, taught, and reproduced effectively. The New York Times Manual of Style, for example.

Maintaining a voice is important, and style guides and guidelines are important in enforcing this; plus, most of the content herein is what _not_ to do rather than what _to_ do, so it's more about what the cookie cutter isn't cutting than what it is.

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