[frazbin]

yep totes. good style is sometimes proximate to good ideas because both indicate the author has spent lots of 'thinking tokens' on the thing, which is a costly and therefore sometimes-more-reliable signal. but i believe it falls apart under intensive selection -- the things we read are popular, and so on average are selection-survivors, which means they'll approach the optimal ratio of thinking token spend on style/vs substance for survival, which may not be the same as the best ratio for precise or insightful communication.

but the best communication survives too because it touches universal truths by connecting them with specific real phenomena. the worst (most harmful) communication survives because it frantically goodharts our quality evaluation process, even when it contradicts truth or reality. e.g. Orwell on the good side, L Ron Hubbard on the bad side. Unfortunately these categories are often not well sorted until after the principals are all dead (probably because everyone has to die before you can tell whether the values are universal or just generationally interesting), and there's a style-bar that has to be cleared before you even get to join the canon for consideration; interestingly this this would tend to increase the illusion that style is associated with substance, especially in older writing.