When Simmons first started his website, he wrote what he thought friends would enjoy reading because he never understood how people could be sportswriters while claiming they did not care which team won, in the name of journalistic objectivity. Since Simmons was writing on the web he figured that "in order to get people to read it, it had to be different from what people got in newspapers and magazines." He claims that he believed his job was not to get into the heads of the players, but into the heads of his readers, and to do so by updating frequently and being provocative, and get a discussion going with his readers. Simmons has stated that he "...will never write a traditional sports column."