The two academics suggest that students have no idea what they are doing when it comes to academic writing. The best thing for students is to follow templates for writing. Rather than a cheat, this allow students to see what professionals already know: that writing follows formula. They claim that academic writing first involves framing the "conversation" of a topic through summary and answering the twin questions of "who cares?" and "so what?" meaning what population would be interested and how it will matter to them. Here is where the problems with the text comes in. The work is too scholarly for students and includes too much basic information for academics, so I don't know who this work is really for.