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'Cause he doesn't like alt tags.
Grumble grumble grumble...
Not going to pretend I follow all of the rules all of the time, but I try hard. I mean come on... the alt tags were already there...
Remember the Australian Official Olympic website fiasco? IBM forgot to include ALT tags and the cost of fixing it was in the million range. Tsk tsk. A simple change cost hundreds of thousands of dollars. The new law will help avoid such a simple oversight in the future. When done right the first time, the cost won't be so high.
www.geek.com/news/geeknews/2001june/gee20010601006141.htm
Show him stuff like this, and mention that he will likely foot the bill, scare tactics I know, but these boys thought "so what!"
Also get him to browese the page with the images off and say that 10-15% (not sure on that figure but it cant be ignored).
You could send in a few mood emails from friends saying "why do you have no alt tags, i cant navigate your site and as such bought of your competitor. Bye"
Cheers