This article about healthful levels of exercise will confuse and upset people. No one likes to be told not to do too much of something they deem "good." The idea that 15 minutes a day is not only enough but healthier than an hour a day will make some people apoplectic. We LIKE feeling bad about doing too little. We expect to feel bad unless we're doing more, and good enough can never be reached.
What if the quest for perfection and virtue is in just doing some? Nah, that'll never sell.