"Entertaining" may have been poor choice of word.  
Intention of using phrase "not entertaining" was not to be critical, but to convey that it wasn't, for me, casual light reading.  I needed to keep my brain engaged throughout .... wellll, except for the 1st couple paragraphs.   

It's well-written, informative, and thought-provoking.  I forwarded link to couple of Ag friends.