Many of the quotes in the article are doing exactly what they're giving advice about not doing, so that in reading it, you can see exactly what happens if you ignore the advice. The title is doing the same.

The title refers to one of Fowler's quotes in the article:

>Turgid flabby English is full of abstract nouns; the commonest ending of abstract nouns is –tion, and to count the –ion words in what one has written, or, better, to cultivate an ear that without special orders challenges them as they come, is one of the simplest and most effective means of making oneself less unreadable.