I would hope that when you describe your world, you at least try to make the descriptions a bit interesting and engaging. Unless your goal is to be as bland as possible.
I'll freely admit this as a personal failing: if-when I try to describe things interestingly and-or in detail, I tend to get so long-winded about it that everyone gets bored anyway.
And so, I've learned to stick to the quick and maybe-boring descriptions (or just read the boxed text) and let them ask questions if they want more detail.
Addressing the characters means staying in character and using their names. "Rime, you managed to nimbly leap out of the way of the dragon's breath; what do you do now?" versus "Faolyn, you didn't take any damage because of Evasion; you're next in the initiative order."
I'm completely on board with this one. Never use player names* unless it's completely out of character e.g. "Bill, grab me a beer while you're at the fridge, will ya? Thanks!"
* - unless you get stuck in the awful situation I once had where a player
named her character after another player at the table. Yeah, that got messy fast.
If you follow the link, the move is described thusly: "Monsters are fantastic creatures with their own motivations (simple or complex). Give each monster details that bring it to life: smells, sights, sounds. Give each one enough to make it real, but don’t cry when it gets beat up or overthrown. That’s what player characters do!"
In other words, if your PCs encounter zombies, then don't just say "you see three zombies." Instead, spend a few seconds to talk about the stench of their rotting bodies as they lurch across the floor. Talk about the buzzing of the flies that are attracted to their shambling corpses. Things like that.
The first few times they meet zombies, I'll try to do that. Thereafter, it's just "you see three zombies" unless there's a new player joined in the meantime.
There are, fortunately, about eleventy gazillion random fantasy name generators online. I counted.

But anyway, the text specifies NPCs with speaking rolls.
My problem isn't so much one of inventing NPC names, it's remembering them ten minutes later. I can't write and talk at the same time, and often by the time I think to note down the NPC's name - i.e., ideally, the next time I get a break - I've already forgotten it because play (and thus my train of thought) has moved on to other things.
If you're at "think dangerous" here's the actual quote: "Everything in the world is a target. You’re thinking like an evil overlord: no single life is worth anything and there is nothing sacrosanct. Everything can be put in danger, everything can be destroyed. Nothing you create is ever protected. Whenever your eye falls on something you’ve created, think how it can be put in danger, fall apart or crumble. The world changes. Without the characters’ intervention, it changes for the worse."
If you want good to always prevail, then it will--and the PCs are that force of goodness. If you want a game where life is usually good, except for the occasional rise of evil things that the PCs put down, that's also OK. Just leave spaces for the PCs to be heroes.
This makes the huge and not always accurate assumption that the PCs even want to be heroes.
For me, the world does what it does and the PCs might in aggregate make it better or worse or neither, depending.
Because nothing happens isn't acceptable. When the player fails a roll (6 or less) or looks to the GM, the GM makes a move, either soft or hard.
A soft move is "this is a thing that happens" while a hard move is "this is a thing that is happening to you right now."
A soft move can also be "this is a thing that's potentially going to happen", can't it? As in, a telegraph, or hint of future badness.
Highlighting a downside means things like, a PC has a criminal background and there are a lot of guards around who might recognize him. Or the PC cleric's church may not be too happy if the cleric hasn't been donating enough money to them.
Providing a tailored opportunity means things like, there's a rogue in the party, so sometimes the party will encounter locks to be picked. Or, there's a wizard in the party, so maybe they'll encounter a wizard NPC who can teach the PC a new spell.
I'd rather all these sort of things arise organically from play as they will - or not, depending how the fiction develops - rather than be somehow forced or nudged or mandated by the game system.
I take it as a given that sometimes they're just going to have the wrong characters for the job e.g. someone happens to bring a Thief into an adventure where there's nothing but combat (Thieves aren't great warriors in my game) and nary a trap or lock to be found.