Revolutionary... or just plain obvious?

I have mixed feelings about this article. Part of me wants to talk about how interesting this article on cognitive fluency is and how it shapes our thoughts, choices, and beliefs; however, the other part of me just wants to say "well.... OBVIOUSLY". I do realize that these are ground-breaking studies being done and how new and interesting this is supposed to be in the field of psychology. I just can't help but think about how long companies have been creating jingles and mottos that rhyme and get stuck in our heads until we are nearly forced to buy the product. I keep thinking about how obvious a good majority of this information seems. A huge part of logos and pathos is based on this information already-- rhyming and empathy and those sorts of things. The article even addressed this idea when it discussed "The persuasive power of repetition, clarity, and simplicity..." so why is this so revolutionary? I did, however, find the study about making lists interesting-- and potentially useful! The one part that I do find revolutionary is the portion that discusses using more difficult to understand tactics in marketing or anything that requires more attention from the individual. This will change parts of logos and pathos and the way audiences are reached.