Usability

The article presents some key facts in understanding how websites are used and what should be at the forefront of designers minds when when they are designing them. Not having more general rules besides "don't make me think" is fabulous. It sums up everything - don't have main points of interest be more than two clicks away; don't re-name things so they are unrecognizable; don't have buttons be so obscure that they cease to be buttons; etc.
It is helpful in understanding that users don't always look at everything, but do more scanning and skimming than anything. It is sort of a define your target destination, and find the quickest, most obvious route there. When designing a website, it is more clear after reading the article, how the audience should be targeted, what information should be most accessible, and how it should be navigated. Is the theory that people skim 100% accurate, probably not. There are people who look at a lot of the site content and others who have no problem assuming where buttons are. But for the majority, not making people think is probably the best way to go, and easier to design for anyway.