A lot of these ideas really are "new and exciting." Science just moves at a slower pace than media. It's not a monthly. By exaggerating the pace they're.. uhm... bridging the gap or something.
Controversy is even more engaging than novelty. Maybe a pop science article gets you sucked into the pre-clovis camp of a paleoanthropology controversy. Now you are engaged in paleoanthropology. Three years later, a possibly butchered snake skeleton is found and you go "aha! I was right! They ate snake soup! Clovis people didn't even like snake!" It's a little cheap, but it's also fun. Why not.
People enjoy having opinions. No one loves sports without having a favourite team, strong opinions regarding training schedules and sports rehabilitation practices... an occasional gamble. Most know that they're not really experts, but they enjoy being in the fray nonetheless.
Pop science magazines aren't supposed to be textbooks or encyclopedias. We are fortunate to have wikipedia for that. Give me a little sauce, a little clickbait. I might not always admit to it... but sugar tastes good.