Bad ideas are having whole bunch of ideas but only using the good ones and leaving some unnecessary one behind and those left behind ideas are bad ideas.
In the article author wanted to explain that it’s not necessary to write something in a complicated way that reader can’t understand. In spite of that write something that reader can understand properly and connect with the writer.
The better idea of writing is to write in a simple language that all reader can understand and can find interest to read more. Holding readers attention in an article is the main motto of writers.