For much of what EY is setting out, trust isn't an appropriate relationship to have with it. You trust that he's not misrepresenting the research or his knowledge of it, and you have a certain confidence that it will be interesting, so if an article doesn't seem rewarding at first you're more likely to put work in to squeeze the goodness out. But most of it is about making an argument for something, so the caution is not to trust it at all but to properly evaluate its merits. To trust it would be to fail to understand it.