I worked on the Yakima account with Patrick for almost five years, and we kept the style you see here the entire time (with a modest degree of evolution). The copywriting challenge was to explain the various products’ technical benefits in a way that would still retain reader attention.
For this campaign, I led and finished each paragraph with the fun bits, and tucked the tech into the middle, sort of a spicy filling in a tasty sandwich. It’s an effective technique, given available copy count.