Regarding style in popular science

After reading the unusually well-written prose of the science blog Espresso Science, I made the following reflection:

Producing readable copy with no apparent style always works.

Being the nimble wordsmith, skilfully forging exquisite prose may very occasionally work wonders and give your message extra oomph. But most likely, stuffing the text full of various style elements from the book of rhetoric will make the reader’s mind wander and lead it astray in a wondrous forest of daydreaming, far from the sunlit pastures of the actual content.

What we really should aim for as writers, is well-crafted texts with just a pinch of deliberate style to create a personal voice.