(NB do analysis of pictures below because the site has actually changed.)
#1 Visibility of system status
#2 Match between the system and the real world
#3 User control and freedom
#4 Consistency and standards
#6 Recognition rather than recall
#7 Flexibility and efficiency of use
#8 Aesthetic and minimalist design
#9 Helps users recognise, diagnose and recovery from errors
#10 Help and documentation