Writing SEO Content; does the basic trump the brilliant?

McClain Concepts, an Orange County SEO firm, uses a blog entry to discuss the philosophies behind blog writing and the Google effect.

While Google, bing, and other search engines are constantly seeking relevancy; McClain Concepts ponders which path brings better SEO results. Einstein's theory of relatively was debated and argued over by many a great men while the concepts themselves went far over the heads of those without the intellectual abilities to understand the principles. Sometimes being brilliant is difficult and when it comes to blog writing-is it better to be brilliant or dumb down content for mass consumption?