The Icelandic word for "stupid" is
heimsk(ur), from an earlier meaning more along the lines of "ignorant". It ultimately derives from
heima (at home). The notion being that you can hear about the world beyond your doorstep, you can spend your whole life reading about it, but unless you actually see it yourself, experience it, get to know it personally, you'll never really understand it. "
Heima alinn".
That Fortune article, asking people to divorce themselves from actually knowing the company and to only look at cherry-picked, distorted (at times beyond recognition) info that the author wants them to, is asking them to be heimsk. Ignorant. Stupid. Don't actually look into things yourself. Just take the information that I give you at face value. Trust that you're getting an accurate picture with your blindfold on.
Honestly, it's so terrible, it should be bookmarked. It'll be hilarious a few years from now