The tree looked pretty good in the before pictures, ... 20% rule (don't remove more than 20% of green in a season) I believe should be more like 15 or even 10% for mature trees(but why remove 10% if its in good shape?. It's amazing what a difference only deadwooding can do aesthetically. I didn't see the tree and pictures can rarely do justice, but the crossing, rubbbing , parallel,etc. guidelines can be overfollowed as well. I wouldn't remove crossing branches on a mature tree if it would result in removing a large percentage of the tree at once. My experience is limited and I am a rookie at best compared to a lot of participants on this site, but I had the good fortune to do a lot of extensive pruning on mature trees when I first started climbing, and I definitely overpruned my share when left to my own devices, what I have come to realize is pruning is 5% about the health of the tree and 95% aesthetics, and the best artists are those who can make a tree look great(and feel great?) with the minimum of cuts. Just like a painter or sculptor has to step back from a work in progress, I think it's important for a climber to come down walk across the street,into the neighbor's yard etc. and look between cuts at the big picture.