Unfortunately, it's too easy to forget this idea when we're preparing a paper, a lecture, or a talk. Every time we're preparing for one of those, we should have a "It's the [something],stupid" sentence in mind.
Vegreville has a post that's hits this topic dead on. He also a great line to put in a referee's report:
"This paper does not kick any ass. Sorry."To steal a phrase, "heh"