[asdff]

I could have wrote out why they have to do this. There's two reasons I think that are related. One is the readership is primed for such language and headlines. The other is I am guessing a lot of these university PR releases are written by early career people or even undergraduate interns themselves. These people are writers, they want to get a job writing and those employers expect them to talk a certain talk that their readers are primed for. University PR releases are in fact no more flowery than the sort of articles that get posted on /r/futurology for example. Its a good resume piece if your career is taking information and overembellishing and oversimplifying for people without any relevant experience to more easily digest.