Imagine that there is a wonderful medical website that has the most current and thought provoking articles for longtime doctors on new treatments, current research, and evidence based best practices. The website understands that these doctors are seasoned experts in their field and writes the articles to the appropriate level of depth and complexity. Now imagine that a new leadership and editorial team takes over this medical website and starts printing articles entitled, "How to Use Your Stethoscope," "How to Find Your Patient in the Waiting Room," and "How to Find the Patient's Ear." These doctors would be outraged over their intelligence being insulted and the new leadership team failing to know their audience. Of course this hypothetical medical website would lose most of their readership, as they would go to other medical websites that published cutting edge articles with the appropriate level of information and complexity. That is an analogy for what has happened at Deposit Accounts. We are primarily a readership of knowledgeable and sophisticated savers, who also have a strong working knowledge of the economy, banking practices, and the Fed. Yet we continue to get treated to puerile articles telling us about deposit insurance, how to open bank accounts, how to find our account numbers, and a an overview of what treasury bills are and how to buy them. Not only are these articles disrespectful and tone deaf to the readership, the leadership has made no effort to reach out to the readers to solicit their feedback and suggestions. Top level editors (I write freelance for a major magazine) are humble, know their readers, solicit their feedback, and most importantly stay in the background rather than plastering their name on every published article. Deposit Accounts have transitioned from excellence to floundering and now to foundering. Soon (unless the new leadership turns from their unfruitful direction) Deposit Accounts will go the way of the dodo bird--all as a result of treating loyal readers like dodos.

Now, it is simply reverting to the rough where the masses live.
Think McDonalds not Bob's Chop House.

With apologies to Gilbert & Sullivan,
"This is the very model of a modern crashing weak website,
Now giving its once loyal readers nothing but a terrible fright.."