In the end 'content' is what matters, and even though the oop (https://news.ycombinator.com/item?id=5913381) phrased it as 'words' if you replace it with 'content' he has a point. IMHO in essence he was trying to say design should start with content, not with shiny buttons, orange icons (remember web 2.0 anyone?) or flat ui. And I agree with him.