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The premise does align with my experience. Skilled people can adapt to and comprehend the business needs better than packaged tools. That said, well made tools can include lessons learned that could be expensive to develop in house. Often though those are only technical corner cases.
Way easier, way cheaper, and way less risky to buy a tool that a less-skilled person can use.

I see too much of this. Blog posts that attack a business's decisions, without demonstrating adequate insight into the tradeoffs involved in making that decision.

Skilled people are rare and valuable and hard to keep, even if you do everything right. Obviously the most effective choice in any situation is to use and develop human capital. But if and when that person leaves your company, your investment just went up in smoke.

Fungibility of skilled labor is something we should all learn to love. We want it to be easier to jump around and not harder. We want more options and not less.

Well I would assume the point is to build up expertise more broadly... not just one person that knows everything and screws you when he/she leaves.
Way, way more difficult. Companies are made up of lots of different people with differing kinds of expertise. You don't want everyone learning everything.

Derek Sivers wrote about how he had everyone in his company answer customer phone calls. There were phones everywhere, and there were incentives for employees to pick them up. It took a lot of work, but it paid off.

bingo. a high level of expertise has to be cultivated over a long time as part of the culture of the organization. this is not easy and not common but it can be done. in almost 20 years i have not seen this myself except at 2 companies that do manufacturing.

i hesitate to use the words "big data" or "data science". really, unless you're talking about terabytes+ and/or sophisticated stats, it should just be called " analysis".

The picture of success in manufacturing orgs is having domain experts (manufacturing/operations/quality folks) routinely performing tasks with data that are NOT sporadic one-offs (for PowerPoint slides). The actual tools don't matter too much but rather the fact that people are proficient at using them. It means, for instance, that you should see non-software-engineers able to work with databases and reporting tools directly (eg sql-server management/report studio), comfortable with basic scripting, and skilled in some programmable analysis tool like jmp, R, or even excel macros. This doesn't seem strange until you actually see it. This can exist ONLY because leadership has made it an actual priority and backed that up with serious resources. As expensive as enterprise BI tools are, they're still cheap compared to training and cultivating expertise in the staff.

Sadly, however, the norm is organizations that say they do data-intensive stuff like 6-sigma but in fact the core of their data practice is nothing more than an overworked database guy and a bunch bs-artists whose main tool is PowerPoint.

> But if and when that person leaves your company, your investment just went up in smoke.

That means you'd like to get results from that person earlier than he/she leaves. Developing a person takes a measurable time and efforts; can you estimate how badly you need those results from data science? Maybe those anticipated benefits aren't that big?

That's not to say you can always incentivize the person to stay longer. Of course if you need the results.

> That means you'd like to get results from that person earlier than he/she leaves.

You don't invest in capital just to solve problems. You hire a specialist / contractor / consultant. You invest in capital if you expect the problem to recur often enough to make the investment worthwhile.

The company I used to work for had 3 or 4 tools that did pretty much the same thing as far as moving data around. A lot of it sits in various SQL tables. Problem is unless you know which field and what the codes mean in the fields the tool is pretty useless. In fact in one of our system it contained 90% of our look up data in one table. It just had a field called table that determined which lookup value and name, etc. Since it was designed and built before I was in High School the design was pretty much set in stone.
> Fungibility of skilled labor is something we should all learn to love

As someone who does skilled labor, I don't see why this is true.

Broadly speaking I'd say the premise of the article is spot on so far as most large non-tech companies are concerned.

Data in the enterprise is a mess. A fancy tool won't fix that, only skilled people can.

"Just hire us" wrapped in a ton of buzzwords.

> Don't let your enterprise make the expensive mistake of thinking that buying tons of proprietary tools will solve your data analytics challenges.

...

> The truth is that a top team of data scientists can achieve great results ... This is broadly the approach that our own data science teams take when working with clients.

A lot of the article to me is expanding of people who administer the tools. At some point the people (statisticians) who make sense of this data are kings.
I read it as saying skills trumps software. That's very true. Certainly in the "big data" space everyone was looking for the product they could buy to do everything. That doesn't exist. You need good data scientists or you're just going to waste a ton of money implementing more enterprise tools that go nowhere. That I certainly agree with.
Every opinion piece can be rephrased this way. If someone believes in something enough to tell others to do it, they very likely also believe that thing enough to put it into practice themselves.

You'll only hear about the advantages of, say, git, from people who use git. Does that mean they're telling you about git in order to get git some more market-share, so that development effort will be even more concentrated on it? Probably not; they probably just think git is a good idea, and therefore use it themselves.

There are indeed a lot of companies selling expensive pre-packaged data analysis tools and other magic black box solutions at the moment. In my experience most of these are not that great and cost a small fortune. Large enterprises are certainly a sucker for just writing a cheque for bad software so I certainly understand why there was a bunch of VC investment in this space. However I also agree though that this "a tool will solve our problems" approach is vastly out of line with reality so am not surprised many of those firms have seen their valuations slashed recently.
>>> We’re just scratching the surface of what the next wave of innovations in data science can do for large enterprises. Our business is dedicated to helping clients realize that potential.

Whenever I see this level of execuspeak I have only one advice: run. This is not the pitch of an efficient outside contractor. This is the pitch of a resource-sucking nightmare of a project that will survive for years generating nothing much beyond powerpoints.

IMHO the best contractors are the best that try to actively make themselves redundant and no longer needed. Sure, you might get called again later down the line, but anythings else feels parasitic
Agreed. That's all the more reason why I dislike a lot of these software vendors. They deploy all sorts of "solutions engineers" that are essentially just an extension of the sales team and their solution to every problem is either buy more licenses or buy this module you didn't get the first time around. Sigh.
I have an analogous problem with my UI guy hat on.

I want to develop a UI that makes a complicated product simple, so users can actually use the features effectively and get their job done. I don't want to build a system that is just putting pretty colours on a convoluted mess of configuration settings and interacting corner cases. That's what some of my clients' competitors do, and their customers have to spend a fortune on consultancy just to make the box work, and my clients pay me because hopefully I'll do better.

Oh, wait, back up. My clients' competitors are making a fortune in consultancy because their customers can't make their boxes work. Good UI is an anti-feature if you can sucker customers into paying for consultancy as well as your product but you can't reliably convince customers to pay more for a product that is better in the first place even if it's cheaper overall, and both of those things may be true more often than we'd like to admit.

This does not leave me in a comfortable position either commercially or ethically.

This article reminds me of a great talk by Truecar at Hadoop Summit 2015 in San Jose about how they build their Hadoop cluster. One of the takeaways from the talk was that Truecar focused on training their team on basic Hadoop programming techniques, such as teaching everyone how to implement map/reduce in Java. The presenters felt this was critical to their success, which they measured both in cost of the analytic processing compared to existing solutions as well as the new analytic opportunities it opened up.

Among other benefits, training allowed them to step up quickly to solving real problems rather than doing time-wasting POCs.

Unfortunately the talk is not posted online that I can find but it was a great antidote to silver bullet technology fixes. Ironically the conference had a huge vendor pavilion with about 100 companies trying to sell silver bullets.

I think the "natural" structure of the big-data/data-science/data-analytics/machine-learning market is that of a number of small vertical-focused consultancies, each using a handful of very narrowly-focused tools to solve specific problems.

Data science is an interesting market for three main reasons:

1.) The client owns the data.

2.) The skills needed to effectively manipulate the data are very tied up with domain knowledge of the data itself. This tends to throw people accustomed to the rest of the software industry for a loop: if you're a frontend engineer, your effectiveness is much more based on your knowledge of JS/iOS/Android than on your knowledge of the clients' problem. But when I watched the best data-scientists at Google work (and did some unstructured data-mining and machine-learning myself), I found that the majority of your time is actually spent looking at data - it's pulling examples, collecting golden sets, determining outliers, graphing data, etc. And it's often non-transferrable: people who were very effective with the News corpus were often totally ineffective with Social, people familiar with the Web corpus might be ineffective with News, etc.

3.) You often need an interdisciplinary grab bag of tools to get useful insights. The most effective data scientists at Google were the ones who knew some basic HTML and JS or Flash charting libraries, because they could really quickly graph their data and send the graphs around for comments. Deep knowledge of machine-learning is usually less effective than pragmatic knowledge of machine-learning combined with a basic knowledge of stats combined with an intuitive sense of the users who're generating all this data combined with basic presentation skills.

This makes it very difficult to develop effective all-in-one tools that are broadly applicable. Unfortunately, many VCs follow the hype machine and aren't interested in consulting businesses, which means that a lot of money has chased the last wave and not gone into efficiently solving problems. There's probably a tradeable business opportunity here, but I have little interest in going into consulting, so unfortunately I'm not the one that can take advantage of it...

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> There's probably a tradeable business opportunity here, but I have little interest in going into consulting, so unfortunately I'm not the one that can take advantage of it...

If you were, how might you trade in on it?

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As a web developer who is interested in exploring machine learning, this is what I needed to know.
If you found this article interesting, you should read Signal by Stephen Few. Great book (as always from him) which sets out to solve this exact issue by educating people on how to effectively analyze data.

> In this age of so-called Big Data, organizations are scrambling to implement new software and hardware to increase the amount of data they collect and store. However, in doing so they are unwittingly making it harder to find the needles of useful information in the rapidly growing mounds of hay. If you don't know how to differentiate signals from noise, adding more noise only makes things worse.

I agree with the article in broad strokes, but I think it focuses a bit too much on the data science portion. I work for a BI consultancy. There are so many enterprises where the measure of success in data analysis projects is being able to perform arithmetic accurately and in a timely manner.

Data science is a pipe dream for many companies currently. Having up-to-date sales figures that can be sliced by dimensions as simple as product hierarchy, customer, and region is a realistic goal for many of our clients.

I am not trying to discount data science. We have a data science practice that does some cool things, but it's so much smaller than the BI practice, because there's currently so much more opportunity for doing basic ETL correctly and simple reporting and dashboarding.

There are multiple clients who were looking for "real-time access to data", which was actually synonymous with "automatic weekly refresh would make our lives so much easier. Right now we have to wait on $overworked_analyst to get this out monthly, and depending on workload that can lag by a week or two after the end of the month." These are not exact quotes, but entirely accurate paraphrases.

This is the reality for so many organizations that I think sometimes falls out of context in an HN-like environment.

That's fair. I would agree the bar on data analytics is quite low in many companies. However I've also seen such companies fall exactly into the trap highlighted by the article by thinking some new system will fix all that.
Oh definitely! Like I said, I do agree with the article and just wanted to provide some refocusing and perspective.

Tools can help. People are essential, whether it be getting consultants, hiring in-house, or training to acquire expertise.

Our typical client is a retail franchise which has grown its locations on the back of the point-of-sale and recordkeeping system it was using in its first two or three stores. That system hasn't scaled, they're not big enough for the vendor to add features for them, and changing systems would be a massive investment, so they bring us in to write reporting middleware. Sales by category by location by day. Not a lot of science to it for the most part.
Exactly. Or the customer that grows from $10M -> $100M, still running with the same accounting team, who now take >25 days to close the books every month. This is an unfortunately common refrain.

I often joke that my job is simply the application of arithmetic under a handful of logical rules, for varying values of "logical".

Edit: I don't type so well.

I worked for a retailer in college like this... Multi billion dollar company working on some dinky system like you describe.

They tied the sales/finance systems to their manufacturing division via some ad hoc lotus notes apps!

We've been in talks recently with a very large manufacturing customer that is still in the process of coming off Lotus Notes for Office 365. They started last year.
I come from the opposite side of things to you. I'll provide my perspective. I work for a large industrial plant. My background is in Materials Engineering and Metallurgy. My current job title is "Data Management Engineer" which is pretty unhelpful. If you are familiar with CIM levels in manufacturing I work across level 2-4 (from PLCs's and process automation right up to enterprise historians and Databases) mostly I focus on higher level operational databases and data organization but I occasionally do process modelling and other automation work.

I'm not sure how my company compares to the typical retail customers BI companies like to target but hopefully this is useful.

Rather than real time access I think Automation would be be the most desirable outcome. The Overworked Analyst you refer to above is definitely something I relate to in our company. If we can free up analysts time from all the mundane data extraction tasks they can add value by actually 'analysing' - not 'extracting'. The same applies whether this is financial data (accountants) or production data(engineers) being analysed.

The problem is an industrial plant is not a clean homogeneous operation like a retail store. Equipment breaks down, new equipment gets installed parts of the production line can be decommissioned routed around etc. Our business rules are dynamic constantly changing. A lot of the off the shelf products BI guys pitch to us almost inevitably be out of date the moment it was commissioned. I've not really seen any solution that wouldn't require constant tinkering to keep it up to date and often that requires domain knowledge. Engineers often don't have the software skills and software people don't have the scientific/engineering background.

We've had some absolute horror stories with out-sourcing work to contractors without domain knowledge. Even simple stuff can cause complications. One amusing example I can think of is getting back a program full of bugs because the contractor confused the name of a database field "Fe2O3" (Iron Oxide, Fe two 'oh' three) with Fe203 (Fe - Two hundred and Three).

> ... clean homogeneous operation like a retail store ...

If you'll forgive me starting with a quote-snip, I think you very much underestimate the complexities of a retail operation. Let me just say that we've had multiple day discussions just about dates with one of our retail clients, specifically how they should be compared year-over-year. In manufacturing, I'm sure you can also understand some of the challenges that exist around inventory.

Moving beyond that to the meat of your post, I am familiar with manufacturing. That's one of the major verticals we cover (several of our biggest clients are names you would recognize), and I came up as an analyst in a manufacturing organization.

We are a true consultancy. We don't sell products. We're a Microsoft partner, so by the time we're involved the product decision is pretty much made. Our tools are SQL Server, SSAS, and a collection of tools in the presentation layer. None of these are off-the-shelf BI products, but tools to build a BI infrastructure. Our selling point is being able to transform the knowledge and subject matter expertise of people like you into robust models that are suitable for data exploration, ad-hoc reporting, and structured reporting. Our work is bespoke, if you will.

You're definitely right that BI is a moving target. If anyone tries to sell you on a build it and leave it solution, they're full of it. Like you said business rules change. A lot of the time (in a well-designed BI solution), these can be captured as data and incorporated into the architecture seamlessly. Sometimes business rule changes do require re-architecting portions of the solution. One of our more recent projects where I was tangentially involved was implementing work-in-progress reporting for one of our manufacturing clients. I can tell you that the equipment turnover and production line rerouting problems are all well-covered. They can spin up and down production lines, factories, reroute product between steps and that's all covered in the existing architecture.

Even in less dynamic environments, it's hard to call a BI solution done. If the processes and data don't change, that's just an opportunity for the sophistication of the questions and analysis to progress. I don't say this from a position of greed and job security (though the security is nice, for sure (: ), but from one of honest observation. Once you know what has happened and is happening, you start asking why and what will happen, and once you can answer those, you ask how to change what will happen. This latter portion is where the data science of the parent article comes in.

Yes I agree with everything you've said here. I was probably a bit to simplistic with my analogy. Most of the pitches we've had are from companies wanting to sell us their BI solution.

I think your company's 'bespoke' approach is the best method. Ideally I think you'd get the best value by embedding 'experts' in the organisation not sure how possible that is.

Depending on engagement, we'll have consultants on client assignments for multiple years straight. We strive to maintain continuity in project resources. It's difficult when we don't have continuous engagements with a client, but it certainly helps to have someone who understands the business and its unique aspects.

Even across projects, we generally tend to keep consultants within a major vertical, so we do develop some subject matter understanding (I would hesitate to call us experts in most subject matter), which certainly aids in ramping up on new projects quickly.

Beyond manufacturing, I personally have had a number of engagements with healthcare clients. You should never ask me for medical advice, but I'll most likely understand a problem statement regarding medical data faster than you will.

So, we don't necessarily have in house experts in our clients' businesses, but we do have people who understand the common problems in a vertical.

I have worked for world leading companies in both scenarios for many years, and can tell you that the dimensionality, caos and scale of the manufacturing industry is difficult to match. Actually, depending on the place, it is difficult to comprehend, even for those who have been working inside that industry for just a few years.

Retail's challenge most of the time is the lack of resources on those situations when the business is a low margin one or they just don't want to invest. Dealing with unreasonable and incompetent external customers is frustrating too. Receiving incompatible POS data from each customer, realigning sales organizations or cleaning products hierarchy, and even, getting the numbers from sales and finance to match is a pain. But the amount of processes is about one or two orders of magnitude smaller. In addition, the amount of data collected is huge (Plant Historians alone collect 200k to a 1M values every second), and your KPIs can be as diverse as the many internal and external regulatory agencies that oversee your processes.

Consider just a few of the systems in addition to PI Historian: ERP (you know this one), Manufacturing Execution System, Laboratory Information Management System, Laboratory Electronic Notebook, Change Control System, Non-Conformance/Corrective Action System, Process Control System, Building Management System, Preventive Maintenance System, Learning Management System, Raw Materials Information System, Regulatory Submission Information System....and those are only the big ones.

When the plant is in a highly regulated business like pharma, the amount of bureaucracy needed to change a single parameter in a process control system is disheartening. FDA specifically, is mandating pharmaceutical industry to perform process monitoring to prove that the processes remain stable. In these industries we do multivariate Statistical Process Control, not because of the big data trend, but because we have been able to save multi-million dollars batches by observing weak multivariate signals that would pass unnoticed in a typical, retail oriented OLAP cube.

A couple of partially relevant things:

Something that drives me to really ask what the requirements are is building something for my Dad. It was a tool to do deconvolution of MS spectra, and he said it needed to run "quickly". I got versions down to an hour, then 15 minutes and bottomed out at about 5 minutes for a decent result. After a while I talked to him about the timings and he said that "quickly" meant "under a day". A failure on my part to clarify what is a really fuzzy term. Linked to that, at the time they had a process which involved someone frequently manually looking up an item in a ~3-5k list.

I'm a data scientist, and I think that the amazing tools available now can really cloud the problems that are faced by many organisations. Sure, we can use word-sense vectors to create a deep neural net to do a thing, but 4% of your data has a country of "NONE". Or you've got dates that don't make sense (1000 years into the future), or a suspicious amount at 1/1/1970, 1/1/1900 and 1/1/1904. I've seen important things with "ZZ TEST DO NOT USE" as a field, there's truncated data, broken encodings and more.

This isn't to make fun of the people with these errors, getting and keeping good data is hard and often overlooked. But unless you've got that, you're probably not going to be able to get anything useful from the fancy algorithms. And even then, there's a huge amount to be gained from improving simple interactions at the point humans and computers interface.

Oddly these issues are predictable and I think there is a lot of potentials for tools to solve these exact problems.

I am skeptical about the possibility of throwing bodies at the problem because what you find is that everybody is excited about getting things done yesterday and not about getting things done correctly, consistently, or repeatably and without that mo' people, mo' data and mo' money just means mo' problems.

I can't express surprise at any of this.

A few responses:

I hope that list was sorted.

4% of Country = "NONE" sounds like they're running a tight ship compared to some places I've seen.

At least those date fields don't have "Unknown" as a value. Yes, I have seen the date field stored as text.

You are absolutely right. The ETL side, nailing down appropriate business logic, chasing down source errors and inconsistencies, altering processes to capture the data we need to give good answers; these are the challenges that take >80% of our time. If we do our job right in these pieces, the reporting can be done by an intern who learned how to use a pivot table yesterday.

> I hope that list was sorted.

Ish. If I remember rightly I think they were trying to compare multiple fields on those elements but it could be narrowed down.

> Yes, I have seen the date field stored as text.

Oh yes, that is always fun. Particularly when you see both 23/05/99 and 05/23/99 in the same column. Something I've ended up building bits and pieces of is work to try and find these kinds of inconsistencies. I'm slowly trying to automate a lot of the initial checks on a new dataset:

* Does it have a consistent number of columns in the CSV file? * Does it have fields with a surprising amount of question marks in? * Are the dates parseable with a single format? If you need to be precise, how many can be parsed by only one of the formats that's seen in the whole dataset? * How many things are blank? * How many things are blank-ish? NONE, FALSE, Empty, N/A, etc. * What does the encoding look like, are there any particularly weird characters? * What control characters can you see? (after hitting an enormous XML file which failed to parse half way though) * What does the type look like for each column? Currency (and then proportions), date, etc. * Are there number separators? Are they consistent? (1,000.00 vs 1.000,00)

Basically, what will trip me up later and leave me scratching my head before having to add yet another bit of code to ignore a field?

One of my side projects at the moment is to pull this stuff together from rag-tag bits of scripts and split up code to something I can just throw files at and get an initial report.

Also, something very important in this is how things overlap. 5% of each column being empty/broken might mean you have 7% of your data with almost no information or 90% of your data missing at least one thing. Depending on what you want to do, either might be OK or terrible.

> If we do our job right in these pieces, the reporting can be done by an intern who learned how to use a pivot table yesterday.

Yes, exactly! The best end point is where new questions and updates can be done either by someone else like this or by the experts who really know their field.

Ahh, thank you, I needed a bit of a data rant :)

What sizes of data are you talking about here? 1e5 or 1e8 (or higher)?
And people wonder why I call my job "Data Janitor".
From my experience you are correct...

Most of my clients are "afloat" because they have a viable product..."big data" is something far down the road to them...

My impression is there are many types of hammer and chisels, but pneumatic drill was not yet invented. And adding workers is not going to fix the core problem.
Heh, I thought this was going to be another post about JS frameworks, where the title could be just as applicable.

Or just as applicable to cybersecurity, where hiring is a total disaster and not even well known/liked multi-billion dollar companies can't find enough good people.

Everyone agrees that you want good people, but you just can't find them because there are so few of them.

The ones who are really feeling the pain are hiring more junior people and trying to train them on the job, but you don't manage to successfully train them all, so you either need to fire them or find them something else to do, or you buy tools that let them leverage the skills they do have to provide something useful, and maybe they get better over time.

Reminds me of when I was an application security consultant and I thought Web Application Firewalls were really dumb since I knew several generic ways to bypass all the firewalls on the market, but 7 years later WAFs have gotten better, and consultants still haven't gotten any cheaper.

So while I'm sure there is immaturity in the big data tools space, there is probably an 80/20 solution there that lifts much of the load off your skilled data science professionals.

Yeah I mostly agree with this. There are some small wins though like how BigML allows you to export random forests into plain text node.js and you can just deploy in shitty php pipelines and boom you're doing machine learning.
Many large companies, even those that author software, view enterprise software development as primarily an integration task, with components to be sourced. While you can see how they might arrive at this conclusion and buying a product is ostensibly easier than building a competing product, these shops never seem to factor in the cost of integration. Legacy systems, inter-departmental coordination, standardization on training... All of this is really expensive.

And its made more expensive by the having to have a very expansive security group attempting to fit external pieces into an internal puzzle.

What I think is the worst part of this is that the assumption is that software architecture and design then becomes a task that revolves around the existing and purchased tools, and very abstract pricing considerations can strongly influence these toolchains. It leads to very strange forces acting on your definition of a good technical hire. Almost none of them are beneficial for a robust and/or diverse technical organization.

I wouldn't say it's a "lack of carpenters", but (to continue the metaphor) a lack of good carpenters who work in nice woodshops. In other words, it's failure to hire high quality people to implement high quality ETL systems.

I know plenty of teams are using Flume/Storm/etc, with unit tests, code reviews, etc. But that's like <0.01% of all ETL-related jobs on Earth. For everyone else, the biggest challenge with BI is doing basic, absolutely trivial stuff the right way. Why? (Forgive my generalizations, I'm too cynical to tone them down).

ETL is usually done by inexperienced people because it's unrewarding, uncreative work that doesn't require a lot of skill to do. With remedial SQL skills and some Excel magic, a high school dropout can do ETL tasks that are up to par with businessy (read: not Engineering) standards. Why are Engineering standards not followed for ETL? Because ETL happens whenever EndangeredMiddleManagerX says "We need this new report because SomeGuy wants to feel relevant/smart at his next meeting." If they can produce that report, even once, and the numbers are believable, everyone gets a pat on the back. Repeat ad nauseam. In that kind of work environment, you can't hire a decent engineer even if you try. Best case, you get someone with ~2 yrs of experience who will leave the moment they find something better. Everyone else knows to stay the hell away from that bs.

Big surprise when the same EndangeredMiddleManager types look at the past couple years of data and notice undocumented tables, columns with NULL+"N/a"+" " for missing values, databases that have disappeared and can't be rebuilt because the code was never checked in...Business schools are supposed to teach you that focusing on the short-term is dangerous. Guess that doesn't matter when your career plan is to keep switching companies/getting promoted every 1-3 years, while you leave untold trails of festering crap behind you.

The article content totally aside (because reading it is a pain), but these guys obviously went out of their way to design a website for mobile, so how could they fail so horribly? In landcape mode, the fixed menu bar uses half of the screen. In portrait mode, it only uses about an fourth or a fifth, but the social media sharing sidebar and the margins take up a fourth of the horizontal space, leaving 3-4 words per line in the article.

At least it didn't prompt me to sign up for their news letter in the 30 seconds I spent on the site.