I think a more charitable reading is that these are just basic suggestions about how to make one's writing clear and get your point across. It's hard to step back and look at what you write from the perspective of someone not familiar with the subject matter (ie. the reviewer).

Sure it's framed in terms of "helping you get published" (which feels kind of gross) but I think ultimately it's really about tips for authors to get their points across in a clear and engaging way.