It starts off salesy and when this happens I tend to avoid committing to it, so I think a table of contents would really help a user decide if this is a good read for them or not.
Every bullet point is an interesting insight for itself, so you could leave after reading half way and still make a net intellectual profit.
People are so overly critical these days, the guy is literally giving away useful hard numbers and advice for free (some exposure for himself).
Oliver, please take HN comments with a grain if salt. :-) People are very demanding here (which might be a good thing of course)