White Space

Just read an article on "5 Ways to improve a website's 'brand voice'". http://www.imediaconnection.com/content/26360.asp

There are so many things wrong with this article... i'm not sure where to start, but the first thing that came into my head is the question, "what's wrong with a little 'white space'?". You want to make a brand's voice come across... well, give it some air.