Journalists are taught not to "bury the lede," which is newspaper-speak for remembering to put the most important information first. If you're writing about a fire, for example, you don't want to wait until the tenth paragraph to tell people when and where the blaze occurred and that two people were injured. I was thinking about this reporter's rule over dinner recently at Butcher's Bistro, a meat-centric eatery that opened last fall in the former home of twelve, because its owners seem to have done just that. Rather than play up what makes this restaurant newsworthy -- whole-animal butchery, nose-to-tail offerings and a butcher case by the door -- they've buried the lede, to the point that you might as well be eating at Any Name Bistro.
See also: Behind the Scenes at Butcher's Bistro