This paper is in Scientific Reports, which is published by Nature but is not regarded as a top-tier journal. It has an impact factor of 5.5 vs. 41 of Nature.

But I would say that "selling the science" occurs more often for high-profile journals because the authors need to convince the reviewers that the paper has a significant impact. Papers in more field-specific journals tend to write conservatively.

Oh you're right, I didn't notice that. Thanks for pointing that out.