Couple of points:

1. Good Catch on the Copy! I agree that Copy important and the next version of the article will have that information as well.

2. Can you clarify what is making you think I am focusing on the look and feel -- this will help me respond better.

3. Re: the fidelity -- The fidelity of a design is directly connected to the outcome expected of the artifact. I have written this as the final outcome of the wireframing process which is used to start discussions about visuals and engineering -- hence I am not emphasizing work at lower fidelities.