You might not want to assume that. There are other reasons to write ambiguously with excessive and unnecessary ornamentation:
* Everyone else in your field does it, and you want to write in a familiar style
* You hope people confuse the advanced vocabulary in your writing with an advanced argument and it will bolster your credibility
* Pretension: you want to feel clever whilst writing it, or appeal to those who will feel clever whilst reading it
All of those are perfectly valid to my mind - even writing verbosely for the sheer love of the language is fine.
I just don't think this article does any of that well.