And you have to be a damned good writer to be able to do that, and still have the wow factor in writing. :)

For the record, in the days when I submitted to print magazine, one had to look at the level of vocab, the length of the sentence, and the length of the paragaph and submit to the same level. All writers have to adjust to fit in with their publication.

If you want to be read on the web, you do have to understand your medium. It does not mean you are a bad writer. It just takes a high level of skill to be able to do that.