Make your copy straightforward to read, understand and use. Use easy words; those that are used for everyday speech. Use phrases that are not too imprecise and very understandable. Do not be too stuffy; remove pompous words and substitute them with plain words. Minimize complicated gimmicks and constructions. If you can't give the data directly and briefly, you must consider writing the copy again.
The vast majority of artists worldwide are unrepresented, disenfranchised or otherwise don't have an opportunity to sell or have their work shown. Giving those artists access to the collector community, expanding the collector community and giving artists a chance to be discovered is the goal of iStockphoto.
I think people have had too much to think and ought to flex their magic muscles. It takes awhile to get oriented to what I do, but people seem to be able to hear it if they give it a chance. I'd never just want to do what everybody else did. I'd be contributing to the sameness of everything.