[fasa99]

It's by choice. They're flowering up (pun intended) something quite mundane. Marketers by another name these people.

It's the same game as youtubers. The first thing they say in a 30 minute video is "wait until the end to discovered this amazing secret". And so these authors say "what amazing beauty" and wax poetic, but we never even get the satisfaction of a picture. Thusly, as far as the article, TLDR.