bitflipper
Somebody once expressed it this way: which do you want to create, music people want to turn up, or music people want to turn down?

Music people will like.
 
So far I'm batting 0.00001.

I always cringe when I go to soundcloud and a song looks like a "fat worm." That article shows the same thing with the U2 songs from the "loudness war peak." If volume is "set in stone" like that, one of the key dynamics that makes music expressive (and interesting) is gone before it even starts. My personal opinion, of course, but that initial reaction is hard to overcome.
 
Just for kicks, I opened The Eagles "Deperado" and the low D in the beginning is -30dB... rather appealing waveform there too. Sort of ironic since I grew up on hard rock and metal, but I already know I am an odd duck

I found that the more I pounded the mix with an L2 the 'quieter' they sounded on the radio!  The guy in the U2 video pretty much said exactly the same thing!  Radio stations use limiters and the limiting there seems to have a reverse affect on the volume of the song (softer songs are louder, louder songs are softer).  So if you want the mix to translate 'loudly' on radio, DON'T squash it with an L2 or similar!