[whycome]

I think this is tied to your own mental mapping of the term “blowing bubbles” and that it’s typically an active rather than passive action. But the headline isn’t wrong and it’s in fact doing a really good job of communicating the underlying idea in a thought provoking way while being technically correct. This is kind of a feat of science journalism.

[dguest]

It's more about the indirection, but it's a matter of taste. Whales blow bubbles to sleep. Humans stink to thermoregulate. We blow air to metabolize. Cars rumble to propel themselves forward. In each case there's a missing mechanism (buoyancy control, perspiration, respiration, internal combustion) which scientific articles generally put right in the title.

But I agree with you, better that scientists provide something for everyone. This is a good press release (it's not really journalism if it's coming from the university press office). The other very nice thing they did is link the original article in the first words of the release, although I would have made the hyperlink text "A new paper from University of St Andrews and Université de Neuchâtel" to make it clear that the paper is there. Hyperlinks are cheap and a lot of science is free to access, there's no excuse to leave that out.