“Turning out flashy, dense, complicated prose is a breeze; putting things down in simple terms that anyone can understand takes brainwork.” Patricia O’Conner, Words Fail Me: What Everyone Who Writes Should Know about Writing (Harcourt 1999).

and

“Simplicity is widely praised but narrowly practiced.” Robert Gunning, The Technique of Clear Writing 68 (McGraw-Hill 1968).