Originality is everything. Design, minimalism, interactivity, whatever - those are all just ways to make the author sound more original than they might be.

https://web.mit.edu/jmorzins/www/C-H-speech.html

Case in point - this is one of the best pieces of writing I've read in a long time. It's not even the right format (written transcript versus original audio). And the webpage could hardly be uglier. Yet it's everything (and more) that every real writer could want to be