"Every man speaks and writes with intent to be understood; and it can seldom happen but he that understands himself, might convey his notions to another, if, content to be understood, he did not seek to be admired; but when once he begins to contrive how his sentiments may be received, not with most ease to his reader, but with most advantage to himself, he then transfers his consideration from words to sounds, from sentences to periods, and, as he grows more elegant, becomes less intelligible."

Source: Samuel Johnson (1800). “The Idler: With Additional Essays”, p.122