Matt Crosslin sets out the sceptics' argument: "Learning Style skeptics do not contend that 'there are no learning styles.' We believe that there is no proof of the pre-dominant Learning Styles™ Industry claim that people learn better mostly or only in their preferred learning style. This is a huge difference." And from there the rest of his argument is reasonable. However. There is a Learning Styles Skeptics™ Industry and its predominate refrain is that "there are no learning styles". With the idea being that the content dictates the mode of presentation, and that the same presentation works equally well for everyone (who are, of course, directly instructed).