But things changed, and now people suspect that it's a smokescreen to hide BS behind. The present style is for clarity rather than impressiveness.
Interestingly, the article itself displays the problem. It tries to hard to have the impressive style. That style gets in the way of actually saying something. (In the end, the article does in fact say something. But the style makes it harder to wade through. Instead of "trying to get readers to reach higher", it becomes "selecting only those readers who are willing to put up with that", which is not the same thing.)