Words are important like that. The same advice can be understood very differently when said with different words.Maybe that's not much different from the actual intent of the phrase "make it worse", but for some reason that change in wording is easier for me to parse.
I'd been hearing about reader expectations for ages, but it wasn't until it was framed as making a promise to the reader, that it finally dawned on me how important it was to keep that promise. It can be really helpful to rething/rephrase the advice using different words/examples/expressions.