On: The Mathocalypse

[brainwad]

The expression comes from journalism, hence why lede is preferred. It's something one should not do when writing an article - bury the most important point in the middle of the text.

I heard they used lede to distinguish from (hot) lead. But since linotype has been dead for 50 years this is probably moot now.

[dboreham → brainwad]

Only in American English.

[brainwad → dboreham]

I don't speak en-US (or neighbours) and I'd also say lede.