To be honest, he's not making it look that easy and if it was that big a deal just buy a spreadable butter (e.g. Lurpak)

Don't a huge number of businesses/corporations have house-style books explicitly to cover the vagaries of what passes for 'rules' in the world of 'copy'?

Oh and wouldn't it be copywriters that would decide what is and isn't correct for 'copy' rather than typesetters or does the typesetter job cover more areas than I think?